BMW ALPINA has officially unveiled its redesigned emblem, nearly twelve months after quietly trademarking the updated design. This marks the fifth evolution of the legendary badge since 2001, representing a bold step forward while honoring the brand's rich heritage. The most noticeable change is the removal of the traditional shield background, though the core identity remains intact through the distinctive throttle body and crankshaft motifs that have defined ALPINA for decades.
The new design embraces a minimalist aesthetic that aligns with contemporary luxury branding trends. The digital rendering showcases cleaner lines and a more streamlined appearance, though officials note that physical badges may exhibit subtle variations when applied to production vehicles. This approach reflects a broader industry shift toward simplified, more versatile logos that perform better across digital platforms and physical applications alike.
Typography also plays a crucial role in this refresh. The updated typeface, introduced earlier this year, complements the simplified emblem with modern letterforms that maintain ALPINA's premium character. This cohesive visual identity signals the brand's transformation as it prepares to operate as a standalone luxury marque within the BMW Group ecosystem.
The iconic 20-spoke wheel design receives a simultaneous update, reinterpreting a signature element that has distinguished ALPINA models for over fifty years. The new design pays homage to its predecessors while incorporating contemporary manufacturing techniques and aesthetic sensibilities. These wheels will serve as a visual cornerstone for the brand's upcoming models, instantly communicating performance and exclusivity.
Speaking of upcoming models, BMW ALPINA is positioning itself as a direct competitor to Mercedes-Maybach in the ultra-luxury segment. The strategy will launch with two flagship vehicles: a modified 7 Series sedan and a luxury SUV based on the next-generation X7. Both models will feature ALPINA-specific codenames—G72 for the sedan and G69 for the SUV—indicating substantial modifications beyond typical BMW ALPINA conversions.
The G72 sedan, expected to debut later this year, will reportedly command a premium over a fully loaded BMW 7 Series. This pricing strategy reflects the vehicle's enhanced luxury credentials and exclusive positioning. Standard equipment will include premium leather upholstery throughout the cabin, setting a new benchmark for materials quality that future ALPINA models will follow.
Similarly, the G69 SUV will surpass the top-tier BMW X7 in both price and prestige. While specific figures remain undisclosed, industry analysts anticipate a significant premium that places these vehicles in direct competition with the most luxurious offerings from Mercedes-Maybach and other ultra-premium brands.
Powertrain options represent another area of transformation. While ALPINA has built its reputation on high-performance combustion engines, the brand acknowledges that electric drivetrains are inevitable given tightening global emissions regulations. Future models may offer fully electric variants alongside traditional powerplants, marking a fundamental shift in the company's technical philosophy.
Fortunately for purists, ALPINA will continue offering inline-six and V8 engines in the near term. These powertrains will likely receive the brand's signature tuning treatment, delivering the effortless performance and distinctive character that enthusiasts expect. However, the legendary V12 engine appears unlikely to return, as BMW reserves this powerplant exclusively for Rolls-Royce applications.
The original ALPINA company continues operations in Buchloe, Germany, now rebranded as ALPINA Classic. This entity maintains and supports approximately 40,000 existing ALPINA vehicles on global roads, preserving the brand's heritage and ensuring long-term parts availability for collectors and enthusiasts.
In a fascinating development, Andreas and Florian Bovensiepen—sons of late ALPINA founder Burkard Bovensiepen—have established Bovensiepen Automobile GmbH. This new venture focuses on creating entirely new coachbuilt automobiles, beginning with a Zagato-designed coupe. This move separates the family's original business from BMW ALPINA's factory-backed operations while continuing the tradition of bespoke vehicle manufacturing.
This dual-structure approach allows BMW ALPINA to pursue mass-market ultra-luxury ambitions while the Bovensiepen family explores limited-production, high-artistry coachbuilding. The Zagato collaboration suggests a focus on design excellence and exclusivity that could produce some of the most desirable collector vehicles of the coming decade.
The implications for the luxury automotive market are significant. BMW ALPINA's transformation from a tuning house to a standalone luxury brand creates a new competitive dynamic, particularly in markets where Mercedes-Maybach has enjoyed relatively unchallenged dominance. The combination of BMW's technological foundation with ALPINA's performance heritage and enhanced luxury positioning could attract buyers seeking alternatives to traditional ultra-premium sedans and SUVs.
The design evolution also reflects broader trends in automotive branding. As vehicles become increasingly digital and connected, logos must function effectively across multiple contexts—from smartphone apps to charging station displays to traditional grille badges. ALPINA's simplified emblem performs admirably in this regard, maintaining recognizability at any scale while conveying premium status.
For enthusiasts, the changes represent both excitement and nostalgia. The new badge and brand direction promise exciting developments and continued relevance in an electrifying market, while the establishment of ALPINA Classic ensures that the brand's history remains preserved and accessible. The Bovensiepen family's new venture adds another layer of intrigue, potentially creating modern classics that honor their father's vision.
As the automotive industry accelerates toward electrification, BMW ALPINA's strategy appears well-calibrated. By maintaining combustion options while developing electric variants, the brand can serve both traditional luxury buyers and environmentally conscious customers. The focus on materials quality, bespoke design elements, and exclusive positioning should differentiate these vehicles from both standard BMW models and competitors' offerings.
The coming months will reveal more details about the G72 sedan's specifications, performance figures, and interior appointments. Early indications suggest that BMW ALPINA has invested heavily in creating a truly distinct product rather than simply applying cosmetic changes to existing BMW vehicles. The separate codenames and reported substantial modifications support this theory.
In conclusion, BMW ALPINA's new badge represents more than a simple design update—it symbolizes a comprehensive brand transformation. The minimalist emblem, updated wheels, and clear positioning against Mercedes-Maybach demonstrate ambitious plans for the luxury market. With the G72 and G69 leading the charge, supported by a clear vision for both electrified and combustion powertrains, ALPINA is poised to write the next chapter in its storied history while the Bovensiepen family continues the coachbuilding tradition through their independent venture.