“The business case flies with the US, because [the US is] 40% of the market in [the E-segment]. So until we have it clearly, it’s a bit risky for us to push the button,” de Meo said.
It also means sourcing a platform from outside Renault – likely Chinese partner firm Geely.
The other global market that welcomed Audi was China, but that too has become a shark tank as local players prey on global incumbents and even each other in a merciless price war. Would Alpine launch there? “Maybe…” CEO Philippe Krief replied with a very Gallic shrug.
Krief has plenty of experience in the fickle premium sector after spells at Ferrari, Maserati and Alfa Romeo, and he knows that Alpine has work to do. Right now, the brand has barely left its home country.
“Two thirds of our sales are in France,” said Krief. “We need to learn to sell cars to Germany, to the UK, to Korea – markets that are really premium markets. And then we will go to the US.”
The first ‘Atelier Alpine’ showcase store will open in Barcelona this month, followed by Paris and London later in the year.
Alpine has already doubled its sales this year (to the end of April), thanks to the A290. Sales of the A110 hit 4585 last year, up 5.9%, but the sports car is essentially winding down before bowing out early next year.
Given the model’s status as “the [Porsche] 911 of Alpine”, in the words of de Meo, all eyes are now on the electric A110, which is due to be revealed at the 2026 Paris motor show.
The A110 traces its roots back to the first rally-bred, lightweight coupés based on the humble Renault 4CV, starting in 1955, and those early Alpines are heavily referenced in the current designs.
The current A110, launched in 2018, has done enough to keep the name alive and enthusiast interest stoked. The hard part now comes with the electric version.
What persuaded de Meo that the plan might work was that all his premium rivals were in the same boat. Regulations meant that, in Europe at least, everyone would have to make the shift.