BMW Alpina relaunches as a standalone performance-luxury brand.

BMW Alpina has launched as a standalone luxury brand within the BMW Group and introduced a refreshed wordmark inspired by a 1970s asymmetrical logo.

BMW Alpina has launched as a standalone luxury brand within the BMW Group. The relaunch introduces a refreshed wordmark inspired by a 1970s asymmetrical logo. The marque is being positioned above standard executive vehicles and below ultra-luxury offerings in the group's hierarchy. The relaunch highlights bespoke options, high-quality materials, and a distinct identity intended to set the brand apart from other divisions. Key details: - BMW Alpina has been launched as a standalone luxury marque within the BMW Group. - The new wordmark is refreshed and inspired by a 1970s asymmetrical logo. - The updated branding will be placed prominently on future models. - The brand is positioned between standard executive vehicles and ultra-luxury offerings in the group's lineup. - The standalone structure enables bespoke tuning and custom configurations aimed at refined performance and comfort. Summary: The relaunch seeks to clarify Alpina's place within the BMW Group by emphasizing bespoke options, materials, and a clearer visual identity. Future vehicles will carry the updated logo and branding as the marque develops its portfolio under the BMW Group umbrella.