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BMW launches ALPINA as standalone luxury brand. New ALPINA 7 Series and X7 models coming late 2026 with V8 and electric. Elevating journeys with BMW ALPINA Elevating Journeys In the shadows of the Alps, a new chapter begins.

Guided by our heritage, we focus on speed, not sport. We find beauty in sophistication and create automobiles that master both performance and comfort. For the discerning few.

Who drive far, travel fast and seek the exceptional. A new chapter of performance has just started for BMW, as Alpina becomes BMW Alpina. The transfer of Alpina trademark rights took place on January 1, 2026, marking the launch of the new brand as.

Munich. 1 January 2026 marks the launch of BMW ALPINA as an exclusive standalone brand under the BMW Group umbrella. The initial focus will be on brand activation.

Key elements of the BMW ALPINA brand are its unique balance of maximum performance and superior ride comfort, combined with hallmark driving characteristics. January 2nd 2026 marks the beginning the BMW Alpina brand, installing the Alpina between BMW itself and Rolls Royce in the BMW Group lineup. BMW Alpina looks to take a leaf out of the Mercedes-Maybach book, with BMW's new subbrand devoted to luxury devotees.

Alpina Classic will maintain and restore past creations, while BMW Alpina hints at becoming the Mercedes. From January 2026, Alpina will operate under BMW's umbrella as a distinct marque, defined by bespoke luxury, effortless performance and a design language that subtly nods to its heritage. Part of that identity has always been visual as much as mechanical, from classic Alpina Blue and Alpina Green paintwork to fine Lavalina leather, hand.

BMW has turned one of its most storied partners into a fully fledged marque, elevating Alpina from tuner.