Last month, BMW officially took control of Alpina, and to celebrate, it unveiled a fresh wordmark and lightly updated font for its new luxury sub-brand.
Now, four weeks later, we have an all-new BMW Alpina emblem. Going to be years before we see the first actual car at this rate, isn’t it?
Anyway, the new roundel is actually an update of the classic Alpina logo, with BMW retaining the throttle body and crankshaft images in the center. Phew. The new wordmark is wrapped around that, and as with all modern rebrands, there’s a transparent background and no color. Better for viewing on a screen, apparently.
“The new badge design conveys a precise and refined execution, perfectly suited to the exclusive positioning of BMW Alpina,” says, er, BMW Alpina.
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To our eyes, it’s slightly more boring than before, but there are signs that BMW knows what it’s doing with the storied tuner.
“Restraint, power, and superior quality have always been hallmarks of the Alpina brand,” reads the latest press release. “BMW Alpina is committed to authentically evolving these values, elevating them with heightened precision and modern sophistication. BMW Alpina automobiles will combine exceptional high-speed performance with outstanding levels of comfort.
“BMW Alpina is a maker of automobiles for connoisseurs who appreciate the exceptional.”
Sounds promising. We’re also told that new Alpina models will feature “an extraordinary range of personalization options” and that the iconic 20-spoke alloy wheel will be present and correct, although it will be subjected to “sensitive modernization.” Look, there’s a glimpse of it below.
But the question still remains: What do we think the first car will be, folks?
NOTE: This article first appeared on TopGear.com. Minor edits have been made.
