Both France and Germany boast their own sections of the Alps, which likely explains their affinity for brands named after this mountain range. In the automotive sector, Renault has its Alpine, and now BMW presents Alpina.
As of January 1, the trademark rights for Alpina have officially transferred to BMW, marking the debut of BMW Alpina as an exclusive and independent brand under the BMW Group umbrella.
The brand's initial emphasis will be on "brand activation," highlighting BMW Alpina's unique blend of maximum performance, superior ride comfort, and distinctive driving characteristics, as stated in the official press release. Customers can expect an exclusive portfolio of bespoke options and custom materials accompanied by recognizable details, setting the stage for significant upselling opportunities.
BMW acknowledges its substantial responsibility in managing the esteemed history of the Alpina brand and is committed to meeting the highest standards of quality and performance. The newly designed wordmark, showcased in the above image, will be prominently placed at the center of the rear, symbolizing the unique identity of this exclusive brand within the BMW Group.
This new wordmark draws inspiration from Alpina's asymmetrical design from the 1970s, while its elegant and contemporary look aims to bridge the company's rich history with its future vision. Font designers certainly have their work cut out for them.
Vehicles branded as BMW Alpina will be crafted following stringent standards in material selection and craftsmanship, ensuring they meet rigorous expectations concerning aesthetics, acoustics, and tactile quality.
With a wealth of bespoke options available, each Alpina will possess a distinct character, presenting itself as an exclusive offering for enthusiasts who seek unparalleled performance, comfort, and individuality. It's worth noting that this exceptional craftsmanship will come at a premium price; consider this a heads-up.
