The future of BMW and Alpina is about to shift, but not by shock tactics or radical provocation. Max Missoni, the Viennese-born designer responsible for Polestar's elegant signature, now holds the keys to BMW's top shelf design studio and its newly acquired high-performance sub-brand, Alpina. Known for respecting legacy while forging forward, he’s been given the monumental job of reinventing BMW’s large sedans and SUVs, along with the next generation of Alpinas, from 2025 onward.
Missoni steps into Munich after years at Polestar and Volkswagen, deeply aware of BMW’s storied past and the expectations that await. His philosophy is simple: evolution, not revolution. Rather than overturning the company’s traditions or chasing headline-grabbing shock value, Missoni wants to add value and depth. “I hope there will be depth and quality in what I do,” he says. “I’m here to add value more than to provoke.”
The new BMW design cabinet is a who’s-who of automotive artistry. Missoni joins the likes of Oliver Heilmer (handling compact and mid-size BMWs, including M models), Domagoj Dukec (Rolls-Royce), and Holger Hampf (Mini). The result is a diversified approach Missoni’s focus will be on everything from the 5 Series up, cultivating the company’s premium reputation amid the competition and shifting tastes of the 2030s.
Alpina’s future now hinges on Missoni’s steady hand. BMW’s full ownership of the once-independent marque means a relaunch is imminent, with design cues aimed at distinction from mere rebadged BMWs. The upcoming Alpina-badged 7 Series and X7 will act as a bridge before Missoni’s own vision takes full effect around 2030, setting the tone for deeper differentiation and exclusivity. Models like the “G72” Alpina 7 Series and “G69” X7 will tease the new direction under his leadership.
Missonis not chasing trends for the sake of headlines. Instead, he draws from a respect for BMW’s core values athleticism, engineering clarity, and prestige while injecting new subtlety and luxury into the visual language. Expect not dramatic shocks, but powerful refinement, holistic design, and a continued commitment to the DNA that made BMW and Alpina iconic.
The first big steps come in 2026, when Alpina’s relaunch officially kicks off, but the full impact of Missoni’s vision will take shape at the decade’s turn. For fans and buyers, changes ahead promise more substance than spectacle.
