New Boss, New Badge: BMW Gives Alpina a Familiar Yet Refined Look

In 2022, BMW officially secured the rights to the Alpina name. A previously signed cooperation agreement between the two companies remained in effect through December 31, 2025.

Now that strategic decisions are being made in Munich, BMW intends to reposition Alpina as a rival to Mercedes-Maybach. The broader goal is to narrow the gap between core BMW models and the ultra-luxury offerings from Rolls-Royce. Before launching new vehicles, however, BMW is refreshing Alpina’s corporate identity.

The updated emblem maintains a link to the brand’s heritage, still incorporating the recognizable throttle body and crankshaft motifs. At the same time, the design has been simplified with a clear minimalist approach:

• The traditional shield outline has been removed
• Red and blue accents have been eliminated
• Chrome rings and the Alpina script have been deleted

The wordmark has also been revised, although the changes are subtle and not immediately obvious.

The redesigned logo first surfaced nearly a year ago in a trademark filing submitted to the German Patent and Trade Mark Office (DPMA). It remains unclear whether the final production badge will exactly match the version published online.

Beyond the emblem and typography, BMW is revisiting several signature Alpina design elements:

Wheels
The iconic 20-spoke wheels are being refreshed with a two-tone, diamond-cut finish. The update references the original wheel design introduced in the early 1970s, preserving a visual connection to Alpina’s roots.

Interior
Unlike some recent BMW models that incorporate synthetic upholstery, future BMW Alpina vehicles will use only “finest-quality leather,” according to the company. Buyers can expect a wide range of color options, similar to pre-acquisition Alpina models. Detailed interior images, however, have not yet been released.

What’s Next: The First Model Under the New Structure

While no official debut has been announced, the first BMW Alpina model under the new strategy is expected to arrive later this year. Rather than an entirely separate vehicle, it will reportedly be a more luxurious interpretation of the BMW 7 Series.

The full-size luxury sedan is set for a mid-cycle update and is expected to carry the internal code G72 instead of G70. The new designation underscores its significant differentiation from both the standard 7 Series and the previous Alpina B7.

Expert Perspective

Some enthusiasts may argue that the previous logo, branding elements, and wheel design needed no changes. To them, the updates could seem unnecessary.

However, considering that BMW Alpina is effectively evolving into a newly structured sub-brand, a refreshed identity appears logical.

The new badge embraces the “less is more” philosophy seen in many contemporary redesigns. According to BMW, the updated look conveys precision and refinement. Still, for many longtime fans, the original Alpina logo continues to carry strong nostalgic appeal.