BMW ALPINA’s Subtle Badge Update Unveiled in the Flesh

Introducing the New ALPINA Badge: A Sneak Peek into the Future of Luxury

Earlier this year, the BMW Group made a significant announcement by officially establishing ALPINA as a standalone automaker within its prestigious lineup alongside brands like BMW, MINI, Rolls-Royce, and Motorrad. While enthusiasts eagerly await the debut of the first ALPINA car under this new era, key details have already surfaced, including a revamped corporate identity featuring a fresh logo.

Initially unveiled in digital form, the updated ALPINA logo left many wondering how it would translate into a physical badge. Fortunately, Maximilian Missoni, the chief designer at BMW ALPINA, took to Instagram to reveal the real emblem that will adorn future ALPINA vehicles. With a portfolio that includes designing upper mid-size and luxury BMW models such as the 5 Series and X5, Missoni’s expertise has played a pivotal role in shaping the new direction of the ALPINA brand.

The new badge, as showcased by Missoni, exudes a sense of luxury and sophistication, deviating from the traditional shield design and foregoing the iconic red and blue accents that characterized the Bovensiepen-era ALPINA brand. While some purists may express reservations about these changes, BMW’s decision to modernize the logo signals a strategic repositioning of ALPINA as a direct competitor to the likes of Mercedes-Maybach, bridging the gap between BMW and Rolls-Royce in the luxury automotive segment.

Notably, BMW itself has embraced a minimalist approach with its roundel logo, with the iX3 being the first model to feature the updated design. All BMW models will soon sport the revised logo, with the upcoming 7 Series G70 facelift and next-generation X7 (G67) likely adopting the new ALPINA logo for their high-end variants. The redesigned ALPINA badge will be prominently displayed on various elements, including the iconic 20-spoke wheels that are synonymous with the brand’s heritage.

While speculation surrounds the potential integration of the ALPINA badge on upcoming electric models like the i7 and iX7, traditionalists may raise concerns about featuring a throttle body and crankshaft in the logo on vehicles without combustion engines. However, ALPINA’s legacy remains preserved through ALPINA Classic, which continues to service and maintain the existing fleet of vehicles produced before BMW acquired the brand.

In a separate development, the sons of ALPINA’s late founder, Burkard Bovensiepen, have launched Bovensiepen Automobile GmbH, venturing into coachbuilding with projects like the transformation of an M4 Convertible into a bespoke coupe designed by Zagato. This endeavor represents a departure from traditional ALPINA models, with a projected price range of €400,000-€500,000, reflecting the exclusivity and craftsmanship synonymous with the ALPINA legacy.