Founded in 1955 and revived as a premium sports car brand by the Renault Group in 2017, Alpine broke the barrier of 10,000 cars last year and is banking on its growth with a range of new 100% electric models. Bruno Hohmann, Vice President of Sales, Marketing, and Customer Experience, talks to us about this.
In 2025, Alpine had already sold almost 11,000 cars and this year continues to grow significantly. What are the medium-term goals they set? Will there be a volume limit?
Just in the first quarter, we grew by 69% and we aim to maintain that pace to end with 17,000 to 18,000 units, also thanks to the expansion of the network: we started with 170 dealerships and will end with 300, mostly in Europe. Regarding the range, the A290 and A390 are a good base, which we will expand in the future with the Alpine Performance Platform (APP), 100% electric and with 800-volt technology. It will debut with the two-seater A110, a convertible version, and there is a 2+2 model in the works. We will continue to grow, but not towards excessively high volumes.
And there will be two more models later on, yet to be defined. Will one of them be a sedan?
It was something we discussed, but it is not in the plan for now. Our only family model, so to speak, will continue to be the A390.How much does Spain weigh in the Alpine universe?
It is one of the fastest-growing countries, up 88% this year, and we will reach around 1,000 registrations. By the end of August, we had 497, compared to 440 in all of 2025. This will position it as our fourth market, behind France - which will account for less than half for the first time - England, and Germany. 90% of our sales are still in Europe, although in the future, we aim to reduce that figure.
Doesn't it harm your image that 70% of your current sales are of the A290, in a utility format?
I don't think so. We are selling the high-end of the range: two-thirds are the 220 HP version and 50% with the GTS finish, the most expensive. Additionally, it brings us a very exclusive clientele, people who may have several supercars from Porsche or Lamborghini for the weekend, but who want a different, agile, and fun car for Monday to Friday.
When you have the entire new range established, will you aim towards Porsche or Tesla?
Not towards either of them. We want to carve out our own niche, between traditional premium brands with their high-performance ranges and the 100% sports cars. The DNA of our brand has always been strongly linked to competition in the form of powerful yet lightweight vehicles.
Speaking of sports, you are now only in Formula 1, and in 2027, the luxury brand Gucci will be the main sponsor of your team. Do you want to become even more premium?
It was one of the aspects that made us fall in love with the project, as it will enhance our image. Furthermore, if the initial buyers of the A290 were looking for performance, more and more are now attracted by its design and positioning as a high-end car. It's a perfect match.
Does this open the door to more women and Gucci versions?
With the A290, we started with 10% women and we are now close to 30%. I am very pleased with this, but we have set up a specific working group, and there will be surprises in this regard at the next Paris Motor Show. As for versions with the Gucci name, I like the idea, but it needs to be discussed so that it is not just an opportunity but adds real value to all parties.
Do you sell more thanks to your participation in Formula 1?
I cannot provide figures as it is confidential, but foot traffic in dealerships increases when a Grand Prix is held. Formula 1 is a great platform, and we aim to further professionalize our commercial and marketing actions related to it.
There is racing in the USA as well. Will Alpine be in North America?
We had a plan, but due to tariffs, the current situation, and the electric market context, it is on hold. However, the APP platform is ready for our cars to be sold in any region. Currently, our focus abroad is on areas like Australia and the Middle East.
Chinese brands are offering higher-level models. Do you see them as rivals?
There are already some Chinese sports car projects. However, Alpine takes a slightly different approach. Extracting 500 or 700 HP from an electric car is very easy, anyone can do it. The significant difference lies in the experience, the sensations that our cars provide on a mountain road due to their power and lightness. I do not see this new competition entering that territory.
But you will only have electric cars, which are heavier. How have you addressed this?
On one hand, the APP platform includes an aluminum body to reduce weight. And then, we have placed two battery packs, one in the front and one in the back. This allows, in the new A110, for the driving position and the car's height to be the same as the current combustion model and for the weight distribution to be ideal.
The customer experience and personalization are key in a premium brand. How do you approach this?
We already have the Atelier Alpine, the first one opened in Barcelona, where we showcase the entire brand universe, in addition to offering a customization service. With the latest edition of the current A110, we have already done extreme modifications with up to 330 HP and prices of 350,000 euros. Now we can customize any of the models for sale, with higher-end models offering more customization options. Regarding the customer experience, in addition to an official fan club, we want to offer opportunities such as factory visits, Formula 1 visits, etc.