Both France and Germany boast their own segments of the Alps, which likely explains their fondness for brands that reference this mountainous region. In the automotive world, Renault has Alpine, and now BMW introduces Alpina as a standalone entity.
On January 1, BMW successfully transferred the trademark rights for Alpina, announcing this move as the launch of BMW Alpina as an exclusive, independent brand under the BMW Group umbrella.
The initial focus of BMW Alpina will be on “brand activation.” The brand emphasizes a unique blend of maximum performance and superior ride comfort, paired with distinctive driving characteristics, as stated in the official press release. Additionally, an exclusive portfolio of bespoke options and custom materials is in the works, ensuring unmistakable details for each vehicle.
BMW acknowledges its significant responsibility in maintaining the legacy of the Alpina brand and is dedicated to exceeding the highest expectations in this endeavor. The newly designed wordmark, prominently positioned at the rear, highlights the exclusive and independent nature of the new brand within the BMW Group.
This fresh wordmark draws inspiration from Alpina's asymmetrical design from the 1970s, combining elegant, contemporary aesthetics that connect its rich history with future aspirations.
Vehicles bearing the BMW Alpina badge will be produced under stringent standards for material selection and craftsmanship, intended to meet the highest demands regarding visuals, acoustics, and tactile experience.
As each Alpina vehicle is tailored with a variety of bespoke upsell options, they are crafted to possess a unique character. Each model is marketed as an exclusive creation for those seeking the extraordinary, ensuring no compromises are made on performance, comfort, or individuality. Consequently, prospective buyers should be prepared for a premium price point.
