What is Alpine aiming for by venturing into sailing and motorbiking?

We know Alpine is committed to Formula 1 and the 24 Hours of Le Mans, but what is the brand doing in the sailing world or in MotoGP?

For several weeks now, Alpine has been making a series of announcements, including a partnership with BENETEAU in nautical activities and an alliance with Prima Pramac Yamaha in MotoGP. These initiatives raise an essential question: shouldn’t the iconic French brand focus more on its core business with four wheels?

Currently, Alpine only has two models in its automotive lineup: the A110, nearing the end of its lifecycle, and the A290, a “sporty” version of Renault 5. This limited catalog may seem perplexing, especially since the arrival of new models, notably the highly anticipated electric SUV A390, is not imminent. In this context, these diversifications into distant worlds might appear somewhat premature.

Indeed, Alpine has a sporty DNA that lends itself well to collaborations in other disciplines. Its involvement in Formula 1 and the World Endurance Championship demonstrates this. However, its participation in MotoGP with Prima Pramac Yamaha raises questions about strategic relevance. Alpine sees an opportunity to reach a new audience and strengthen its international presence. Yet, the direct link with its automotive products remains unclear. Can we hope that this alliance transcends mere marketing exercise?

Similarly, the partnership with BENETEAU in nautical activities raises questions. If the goal is to pool expertise in design and performance, Alpine must ensure that these collaborations do not distract from the urgent task: expanding its automotive range.

Alpine is a brand with a rich history, but it operates in a highly competitive market where Tesla, Porsche, and other challengers are not slowing down. Partnerships are commendable, but without rapid and credible renewal of its automotive offerings, these diversifications could give the impression of dispersing energy.

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