New Alpina Logo Looks More Like BMW’s

Three years ago, BMW inked a deal to purchase Alpina, a German company known for building fast but comfortable BMW models. BMW previously pre-assembled a vehicle, then sent it off to Alpina for final tuning; it was a complicated, expensive process. That arrangement is set to expire at the end of 2025, meaning BMW can likely start building Alpina models like the XB7 fully in-house starting in 2026. This might explain why the Bavarian automaker was recently caught filing a patent for a new Alpina logo.

CarBuzz found the new logo at the German Patent and Trademark Office (Deutsches Patent und Markenamt), registered as of July 23, 2025. Similar filings were also uncovered with intellectual property offices in Uruguay, Costa Rica, Thailand, and the European Union dating back to January 21, 2035. This new logo might not look drastically different at first glance, but looking at it next to the old one, the center is now circular to more closely align with the BMW roundel, ditching the shield formerly in the middle. BMW has kept the throttle and camshaft, but they are simplified and two-dimensional. As a note, the trademark is in black and white, so we added the familiar Alpina colors in the image above.

Curiously, the new logo doesn’t use the new typeface trademarked by BMW in 2023.

What Else Is In The Trademark?

Aside from the logo itself, BMW’s trademark filing contains some other details that we can use to speculate on future plans for Alpina. The filing category is for “goods/services” and includes three different classes:

• Class 12: Automobiles; Drives for automobiles; Engines for automobiles; Parts and accessories for automobiles
• Class 35: Provision of commercial information and provision of commercial information and advice to consumers in the selection of products and services; Retail and wholesale services relating to automobiles and their parts and accessories
• Class 37: Installation, cleaning, repair and maintenance services relating to vehicles and parts and accessories for vehicles; Restoration of vehicles; Loan, rental and leasing of goods in connection with the provision of the aforesaid services, as far as included in this class; Consultancy and information relating to the aforesaid services, as far as included in this class

Class 12 is pretty obvious, as BMW likely plans to build new models under the Alpina sub-brand, and Class 35 covers the selling of those vehicles. Class 37 is more interesting, possibly hinting at a restoration division that will breathe new life into classic BMW models. BMW Group Classic already exists to provide parts and service for older BMW models, but Alpina may require special components and know-how.

What We Want To See From Alpina

Alpina typically builds BMW vehicles that are on par with M models in terms of power, but are focused more on long-distance Autobahn cruises rather than track days. The United States has only ever received three modern Alpina variants: the BMW Alpina B7 sedan, the BMW Alpina B8 Gran Coupe, and the BMW Alpina XB7 SUV. Of those, only one (the 8 Series) has ever had a direct counterpart from the M Division, and only one (the B7) has lasted for more than one generation in the US.

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Alpina Is About To Take BMW Luxury To New Heights

Alpina is set to bridge the gap between Rolls-Royce and this looks like the first step.

If BMW builds these cars in-house, it could finally make smaller models like the B3, B4, and B5 more viable in the American market. Earlier this year, BMW even built its seven-millionth car in South Carolina, which was an XB7. We’d love to see more go-fast BMW models with a street-focused emphasis, rather than stiff, track-focused M cars. BMW could release more information next year.