BMW Elevates Alpina to Independent Brand Status

BMW has officially elevated Alpina to independent brand status, marking a significant shift in the German automotive landscape. This transformation was announced at the start of the new year, following an agreement made in 2022 regarding the rights to the Alpina name. As of January 1, 2026, Alpina will operate separately but under the umbrella of the BMW Group, which also includes Mini, Rolls-Royce, and BMW M.

The Legacy of Alpina

Founded in 1965 in Bavaria, Alpina has a rich history as a tuner of BMW vehicles. Notably, it precedes BMW’s M division by seven years. Despite its heritage and reputation for luxury and performance, Alpina’s production has been limited to a few thousand vehicles annually. This has prevented the brand from achieving widespread recognition, but that is now poised to change.

Operational Changes

• Alpina will operate as BMW Alpina.
• The original Alpina company will focus on vehicle development, service, and parts.
• BMW will independently develop and manufacture new vehicles under the Alpina name.

This operational shift signals a deepening collaboration, as BMW has always supported Alpina by selling its models in various markets, including the United States. Additionally, the production of Alpina models, such as the XB7 based on the X7 SUV, previously took place at BMW’s Spartanburg facility in South Carolina.

High Standards and Customization

BMW assures that new models under the BMW Alpina name will maintain the high-quality standards associated with the brand. Enhancements in areas such as material quality and refinement are expected. Furthermore, BMW plans to introduce a wider array of custom options, catering to enthusiasts seeking personalized experiences.

Future Models and Market Expansion

While BMW has not disclosed specific launch dates for upcoming BMW Alpina vehicles, trademark filings suggest the introduction of models like the Alpina XB8, which could serve as a luxury alternative to the BMW XM. Alpina’s previous offerings in the U.S. included the XB7 and the B8 Gran Coupe, but the brand is looking to expand its lineup.

Accessibility in the U.S.

With increased production capacity, more attainable Alpina models may soon be available for U.S. consumers. This shift could allow Alpina to feature its distinctive design elements, such as multi-spoke wheels and subtle aerodynamic improvements, while providing BMW’s M division the opportunity to focus on more aggressive performance designs.

Design Leadership

Maximilian Missoni, former chief designer at Polestar, has joined BMW to lead the design initiatives for both BMW’s large-car portfolio and new BMW Alpina models. This strategic hire suggests a commitment to innovation and modern aesthetics as the brand evolves.

As BMW continues to build Alpina into a strong independent brand, the focus on quality, performance, and personalization promises to enhance the appeal of both BMW and Alpina to a broader audience.