Does spending millions on F1 increase Alpine’s value?
This page is translated from the original post "Dépenser des millions en F1 augmente-t-il la valeur d’Alpine ?" in French.
- 24/03/2025 16:04
For Luca de Meo, CEO of the Renault Group, the value of the Alpine brand has tripled thanks to Formula 1.
According to the French group’s board, Alpine’s presence in Formula 1 is crucial for the brand and its evolution, especially as Alpine begins transitioning to an entirely electric lineup.
The year 2024 has been marked by the highly unpopular decision to halt the F1 engine program at Viry-Châtillon from 2026. Renault has decided to reallocate budgets previously dedicated to F1 power units toward research and development of more environmentally friendly consumer technologies. This cancellation illustrates the realization that F1 is no longer a technological laboratory but primarily a marketing tool.
Despite the criticism, Alpine looks to the future with ambitious goals for 2026. Equipped with Mercedes engines, the team hopes to compete at the front thanks to new regulations. Flavio Briatore, returning to lead the blue team of France, aims for wins and podiums in 2026, then a championship in 2027. Beyond sports results, Alpine’s presence in F1 is a significant marketing asset. It’s hard not to see an F1 effect when A110 sales, although nearing the end of its cycle, are better than ever and when the brand’s notoriety has been exploding beyond French borders since 2021.
An investment, not a dancer
This investment truly makes sense as Alpine deploys its electric strategy. After the A290, named Car of the Year 2025, Alpine is preparing seven new electric models, including the A390 expected on May 27. The goal is also to conquer the American market, where F1 is gaining popularity. F1 provides an ideal platform to compete against brands like Ferrari or Mercedes, thereby enhancing Alpine’s image.
Alpine also relies on attracting younger audiences, a demographic that consumes F1 through Netflix-style coverage and might be more interested in fictional exploits of Brad Pitt in movies than in those of Pierre Gasly on the track. With models like the A290, Alpine aims to establish itself in the accessible sports car segment, while also benefiting from the growing F1 audience. Moving out of niche markets and reaching a broader public benefits both the sport and the brand. Thus, F1 remains a key lever to strengthen Alpine, provided that performance meets the ambitious goals.
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