New Boss, New Badge: BMW Gives Alpina A Familiar Makeover
BMW Alpina is now a standalone car brand, joining BMW, Mini, and Rolls-Royce.
The Breakdown
- BMW Alpina reveals its first logo, which stays true to the pre-BMW-era Alpina badge.
- The throttle body and crankshaft are still there, but the shield is gone.
- The new corporate identity comes along with an updated Alpina wordmark.
BMW acquired the rights to the Alpina brand in 2022, but the pre-existing agreement between the two companies remained in place until December 31, 2025. Now that Munich is calling the shots, it plans to position Alpina as a Maybach rival, bridging the gap between the core BMW brand and Rolls-Royce. But before we see the new models, BMW Alpina has a new corporate identity.
The new emblem stays true to its heritage by retaining the throttle body and crankshaft, although the design is now flatter. This minimalist approach continues with the removal of the shield, as well as the red and blue elements. We’ve actually seen the updated logo before, as it first appeared nearly a year ago in a filing with the German Patent and Trademark Office (DPMA).
It’s still unclear whether it will look exactly the same as a badge on production cars, since online designs don’t always translate identically into physical emblems. For now, side-by-side comparisons show that the chrome used for the rings and the Alpina lettering has also been removed. Additionally, the wordmark has undergone a subtle evolution, though the changes aren’t immediately obvious.
Beyond tweaking the badge and font, BMW is also revising another fundamental Alpina design element. The brand’s iconic 20-spoke wheels are set to receive a makeover, adopting a diamond-cut, two-tone finish. It’s a homage to the original design introduced in the early 1970s.
While some current BMW models use synthetic leather, the new BMW Alpina models will feature only “superior quality leather” as standard. We’re still not allowed to see the interior, but the upholstery will be available in a wide variety of colors, much like in the pre-BMW-era Alpina models.
Although nothing is official yet, the first BMW Alpina model is expected to debut later this year. It won’t be a standalone product, but rather a more luxurious alternative to the 7 Series, specifically the fullsize luxury sedan's upcoming mid-cycle facelift. Reports suggest it has been assigned a different codename, G72 instead of G70, indicating greater differentiation compared to the previous-generation 7 Series and its B7 sibling.
Motor1's Take: It’s understandable that some will argue there was nothing wrong with the old logo, wordmark, or wheel design. It may feel like change for the sake of change. Then again, BMW Alpina is technically a new brand, so a fresh corporate identity was almost inevitable.
The new badge aligns with the “less is more” approach we’ve seen in many recent logo updates. We’re told the redesigned look “conveys a precise and refined execution,” but if we’re being honest, we’re already missing the old logo.
The Last Pre-BMW Alpina Models:
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