BMW has officially launched ALPINA as an exclusive independent brand under the umbrella of the BMW Group, opening a new chapter following the transfer of the ALPINA trademark rights on January 1, 2026. The relaunch positions BMW ALPINA to compete in the luxury segment between the flagship models from BMW and Rolls-Royce, similar to how Maybach operates in the Mercedes-Benz portfolio.
The first phase focuses on brand activation, with BMW emphasizing ALPINA’s traditional hallmarks: a unique balance of maximum performance and superior driving comfort, combined with exclusive tailored options and tailored materials.
New word mark connects past and future
The revitalized brand introduces a new wordmark that honors ALPINA’s heritage while signaling its future direction. Inspired by the asymmetrical wordmark from the 1970s, the elegant contemporary design exudes “clarity, calm and confidence,” according to BMW. Placed in the middle of the rear, the word mark underlines the independent character of the exclusive brand and its independent personality within the BMW Group.
According to rumors, the 7 Series ALPINA will appear at the end of 2026
The first model of the new BMW ALPINA brand is based on the revised BMW 7 Series (G70 LCI) and has its own internal code name: G72. This separate designation indicates a clearer differentiation from previous ALPINA models, which typically shared the code name with their BMW counterparts. For comparison, the armored 7 Series Protection uses the codename G73 instead of the standard G70.
BMW is scheduled to begin facelift production of the 7 Series in July 2026, with the ALPINA B7 variant to follow at the end of 2026. The ALPINA B7 could feature a V8 powertrain for a mild hybrid electric vehicle (MHEV), similar to BMW’s current V8 applications. For the first time, the ALPINA 7 Series is being manufactured entirely by BMW. Previously, production of the vehicles began at BMW factories before being transferred to ALPINA’s Buchloe factory for refinement and technical work.
X7 ALPINA and electric variants planned
Shortly after the 7 Series, the second-generation X7 is also rumored to be getting the ALPINA treatment under the internal code “G69.” According to sources, both petrol and electric powertrains were being considered for the ALPINA X7, but it remains to be seen whether these plans have changed. While initial releases will focus on combustion engine models, electric versions of both the ALPINA 7 Series and X7 could expand the portfolio and align with BMW’s broader electrification strategy.
Elevated focus, smaller models uncertain
BMW positions ALPINA in the so-called “luxury layer” – above the standard 7 Series and below Rolls-Royce. This strategic positioning makes ALPINA the BMW Group’s answer to Mercedes-Maybach. The upscale focus means smaller models like the B3 and B4 face an uncertain future as BMW aims ALPINA towards its largest and most luxurious vehicles. The brand will focus on buyers seeking “exclusive items for connoisseurs in search of the extraordinary, without compromising on performance, comfort and individuality,” says BMW’s brand statement.
Strict standards for exclusivity
BMW also said that the new ALPINA vehicles will be manufactured to strict standards of material selection and craftsmanship and will meet demanding expectations in terms of appearance, acoustics and feel. Buyers can choose from a portfolio of tailored options to ensure each vehicle has its own distinctive character. Given ALPINA’s history spanning over 50 years, BMW has acknowledged its “tremendous responsibility” to preserve the brand’s heritage while meeting the highest expectations for its future.
We’ll know more about the brand’s plans in the near future.
