Posted Sep 6, 2020 at 10:58 a.m.Updated Sep 6, 2020 at 11:29 a.m.
While there is still little time, even internally of the French car manufacturer which has just posted historic quarterly losses, many were those who doubted the sustainability of this brand of sports car relaunched in 2018 but not selling that 4 to 5,000 units per year, the former boss of Seat sends a strong message. He first of all confirms to the world of F1 that the Renault group’s commitment is for the duration of this sport. By the time he just announced that he was also going reorganize the group around four brands – Dacia, Renault, new mobility and Alpine – it also consolidates the position of this niche brand whose future depends on its ability to grow.
By making Alpine the new sporting signature of the French manufacturer, it ensures more visibility for a brand hitherto mainly known to the French public. Transmitted all over the world, F1 races should contribute to the promotion of this little sportswoman recognized for her “weight-to-power” ratio. To transform this potential notoriety into commercial and economic success, Cyril Abiteboul, the current CEO of Renault in F1 who will oversee both the sports team and the brand, will have to both shine more than this year on the circuits. and then rethink the range and marketing of this niche brand.
Upgrade to a higher range
With only one model available for the moment – the A110 – and sold mainly in France and Germany, Alpine must, in order to reach critical size, conquer a new, more international audience. Refusing to commit for the moment on a possible extension of the range, Lucas de Meo recalls that Porsche has long succeeded by relying on only one type of car before going to SUVs with the launch of the Cayenne at the beginning of the 2000’s.
Considered the author of the success of the relaunch of the Fiat 500 when he was at Fiat, the Italian manager who took control of Renault on July 1 also notes that the sporting notoriety of Alpine could, like the models badged Abarth at the transalpine manufacturer, to serve as a sporting version for vehicles of the Renault brand. As there are Mégane or Clio RS (Renault Sport), there may be Mégane Alpine tomorrow.
Volumes and value
Anxious to break with the “volumes” strategy of recent years in favor of a more value-oriented strategy, Lucas de Meo believes that it is essential that the French group move upmarket and the sports vehicles axis offers prospects interesting. In 2021 Alpine will seek to shine on the circuits alongside names as prestigious as Mercedes, Ferrari, Alfa-Roméo or Aston Martin. As always in sport, the game is never won in advance, but Renault, which has won in the past in Formula 1, is still part of the historic teams and the very few teams producing at the same time an engine and a chassis.