Why Did Renault F1 Change Its Name To Become Alpine Racing Team?

Published 03/01/2021, 1:07 PM EST
ABU DHABI, UNITED ARAB EMIRATES – DECEMBER 04: Esteban Ocon of France driving the Renault Sport Formula One Team RS19 during day two of F1 End of Season Testing in Abu Dhabi at Yas Marina Circuit in Abu Dhabi, United Arab Emirates. (Photo by Francois Nel/Getty Images)


To really answer that question, it is important to first pose a few more. Do you ever wonder why Mercedes in the sport? And what is Red Bull doing here? With Mercedes, their operations are based on vehicles, but an energy drinks brand surely has no business here?

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The answer to all of the above questions is – marketing. The sport that we all fanatics dearly love is a simple yet complex marketing exercise for most of the teams. Of course, they do make revenue directly through sponsorships, TV rights, and prize money. But it is incomparable to the direct advertisement it provides to their brand.

MONTE-CARLO, MONACO – MAY 23: Red Bull Racing Team Principal Christian Horner and Renault Sport F1 Managing Director Cyril Abiteboul talk in the Team Principals Press Conference during practice for the F1 Grand Prix of Monaco at Circuit de Monaco on May 23, 2019 in Monte-Carlo, Monaco. (Photo by Mark Thompson/Getty Images)

Else why some of them would pour in huge resources. Renault’s case here is no different.

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Alpine is the sports car brand of the Renault group

Renault’s fresh-faced CEO Luca de Meo is heading a revolution at the company. He’s made some key personnel changes already. Another key decision that he made last year was elevating their sports car brand, Alpine, with the help of Formula 1. It produces the sports car A110.

There will be sweeping changes on the team; the livery will feature the French National flag Tri-color of Red, blue and white instead of the traditional yellow and black of Renault. The French Tri-color is the scheme of the Alpine brand.

All the chassis produced will bear the name Alpine. Though the power units will continue with the iterations, Renault E-TECH hybrid engines. CEO Luca de Meo is excited by this new venture –

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“Alpine is a beautiful brand, powerful and vibrant, that brings a smile to the faces of its followers. By introducing Alpine, a symbol of French excellence, to the most prestigious of the world’s automotive disciplines, we are continuing the adventure of manufacturers in a renewed sport.

“We are bringing a dream brand alongside the biggest names, for spectacular car races made and followed by enthusiasts. Alpine will also bring its values to the F1 paddock: elegance, ingenuity, and audacity.”

The team will enter the 2021 F1 season with new energy, having gone through vast changes. Their former champion, Fernando Alonso, will be aching to lift the driver’s title once again. Success on track will definitely translate to financial windfalls off it.

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Bharat Aggarwal

757 articles

Bharat Aggarwal is a sports analyst for EssentiallySports, covering Formula 1 and NBA. A Delhi University graduate, Bharat has multi-year experience in sports writing, having closely worked with the content strategy aspect as well. Bharat Aggarwal supports Manchester United, Lewis Hamilton, Cristiano Ronaldo, Rafael Nadal, Dirk Nowitzki, Sachin Tendulkar, Ayrton Senna, Kristaps Porzingis, and Dallas Mavericks.

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