Renault rebrands to Alpine F1
Not everyone is an avid Formula One supporter but you have to admit it’s a fascinating showcase of high-performance machines and phenomenal driving skills. Considering the global interest and reach of F1 events, it’s an ideal platform to promote brands and for car manufacturers to challenge the limits of automotive engineering. So, why is Renault rebranding to Alpine F1 and what does it mean for the brand?
Renault Switch To Alpine F1 For 2021 Explained
Renault is a popular brand in F1 with over 200 wins which is quite impressive considering its relatively short time as a manufacturer and engine supplier. Now, after five seasons back in Formula One as Renault, the group decided to switch focus with a rebrand and name change to Alpine F1.
The Renault Group – headed by new CEO Luca De Meo – have spoken of a ‘Renaulution’ with significant changes to their overall strategy. Since taking the reins in 2020, he has already made some key personnel changes with another vital decision to elevate their sports car brand, Alpine. Known as a “symbol of French excellence”, this move could be compared to Mercedes changing to AMG F1 if that was the case.
With Renault rebranding themselves for the 2021 season as Alpine F1 Team, you will no longer see the iconic yellow livery and the famous French name but that doesn’t mean they are moving away from Formula One. Renault is still one of a few F1 brands that manufacture all aspects of its F1 car and that is not changing.
The main reason behind changing the name to Alpine F1 is that De Meo wants to give some of Renault’s ‘lesser-known brands’ a better chance to succeed. One of those is Societe des Automobiles Alpine SAS, also known as Alpine, a manufacturer of sports cars created in the 1950s.
Brief History Of Renault And Alpine
Although Alpine is a new name to F1, they have a proud sporting heritage, laying the foundation of what became Renault Sport in the 1970s. After Renault acquired the company in 1973, they worked closely with their fellow French manufacturers with some astounding results. The introduction of turbocharging played a crucial part in revolutionising F1 technology.
The Alpine is synonymous with Renault’s rallying and endurance programmes where an Alpine-Renault won the 1973 World Rally Championship, and the 1978 Le Mans 24 Hours. While Alpine stopped production in 1995, the marque was relaunched in 2017 with the stunning A110 road car. This spurred on De Meo’s decision to change Renault to Alpine F1 to market the brand on a global scale.
What Does The Alpine F1 Rebrand Look Like?
There will be changes on the team with the livery featuring the French National flag; Tri-colour of Red, blue and white which is, in fact, the scheme of the Alpine brand. Even though the chassis will bear the name Alpine, the power units will continue with the Renault E-TECH hybrid engines.
CEO Luca de Meo is excited by this new venture: “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.”
He continued by saying that they are building a dream team and brand with the biggest names for spectacular car races to impress all enthusiasts. “Alpine F1 will also bring its core values to the track: elegance, ingenuity, and audacity.”
The Alpine F1 team will enter the 2021 season with renewed ambition and more energy, having gone through a period of vast changes. Add to the mix their former champion, Fernando Alonso, and the Alpine F1 team looks pretty set on translating success on the track into financial windfalls for the brand.
Changing to Alpine F1 keeps Renault invested by introducing a new brand and livery to F1. It’s a good example of how manufacturers can use Formula One in a big promotional way while ensuring it remains strength versus strength.
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