Stunning Numbers Proves Alpine’s Remarkable Rise as an Automobile Brand Since F1 Entry

Published 01/17/2022, 9:54 AM EST
Formula One F1 – Russian Grand Prix – Sochi Autodrom, Sochi, Russia – September 26, 2021 Alpine’s Fernando Alonso during the race REUTERS/Anton Vaganov

The Alpine F1 team, formerly known as Renault, went through a major rebranding phase in 2020 under the ambitious Renaulution strategic plan. The team not only entered the 2021 season with a fresh label but there was also a hierarchical shift in management. Interestingly, after a year of this monumental shift, Alpine have announced impressive growth in sales performance.

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Moreover, the performance on the F1 track helped the brand to facilitate their market dominance. The duo of Esteban Ocon and Fernando Alonso put forth some highly impressive performances throughout the 22-race stint in 2021. Ocon listed himself as a Grand Prix winner, a remarkable feat for the young Frenchman.

Interestingly, the event which invited the most traction was Alonso’s 98th podium in the Qatar GP. And who can forget the stellar defense from Alonso against Lewis Hamilton during the Hungarian GP. All of this combined, the first phase of Renaulution strategic plan was highly successful for the French team.

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Formula One F1 – Qatar Grand Prix – Losail International Circuit, Lusail, Qatar – November 21, 2021 Alpine’s Fernando Alonso in action REUTERS/Thaier Al-Sudani

Alpine recorded vigorous growth in sales in 2021

The first phase (2021-23) of the ambitious plan is all about resurrection. In the words of Groupe Renault CEO Luca de Meo, “It will be clearly about cost reduction, margin, and cash generation.” The brand was firmly on track in 2021, and the plan enabled Alpine to create a new business unit with the goal of boosting sales by harnessing its powerful image and developing internationally.

As per the Alpine media website, In the first year after announcing the Renaulution strategic plan, sales volume witnessed a rise of 74%, selling 2659 units in 2021. Moreover, a boost in sales of over 117% was recorded in France.

The 2022 ambition is well on-point for Alpine. They are planning to field cars in various motorsports categories. It includes F1, the Hypercar class, the FIA R-GT, and other competitions such as the Alpine Elf Europa Cup. The French company is also planning an expansion into unchartered territories.

BUDAPEST, HUNGARY – AUGUST 01: Race winner Esteban Ocon of France and Alpine F1 Team celebrates on the podium next to third placed Lewis Hamilton of Great Britain and Mercedes GP during the F1 Grand Prix of Hungary at Hungaroring on August 01, 2021 in Budapest, Hungary. (Photo by Florion Goga – Pool/Getty Images)

Renault’s ambitious plan for 2022

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Alpine CEO Laurent Rossi made a point that Alpine is ready to reach great new heights. The plan includes new launches in face of the A110 range, that will come to the dealership at the start of 2022.

As Per the data on Alpine website, “2021 also saw an increase in sales in the UK of over 92%, 24% on the DACH market—Germany, Austria and Switzerland—as well as 79% in Italy and 120% on the Iberian market; Spain and Portugal–.

“With a network of 100 dealerships (including 25 new point of sales in 2021), spread mostly across France and Europe, Alpine will continue to expand its geographical footprint by setting up 50 additional dealerships in 2022 in Europe and in the rest of the world.”

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The upcoming F1 season is going to be an absolute thriller. Fans are expecting fairly strong midfield teams like Alpine to climb the ladder next season. With new regulations in place for 2022, can Alpine pull of a masterpiece? Fans will know soon enough.

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Rituraj Tripathi

370 articles

Rituraj Tripathi is an F1 author at EssentiallySports. A true lover of speed, he is big fan of Lewis Hamilton and finds a future world champion in Lando Norris. Rituraj eagerly looks forward to the paddock moving to the Circuit de Monaco, and he finds Portier corner as the most exciting part of the track.

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