Renault CEO Luca de Meo feels that, as a brand, Alpine is more suited to Formula 1 than Renault as it “makes people dream”.
It has been recently announced that from next season onwards, Renault is to be rebranded as French sports car manufacturer Alpine.
Meo says that it is being done for the future of the brand that enjoyed success in motorsport in the 70s and he believes that, given their sporting pedigree, they’re a better fit for Formula 1 than the team as it is now.
“I think the Alpine spirit will give it – let’s say a boost, and I also know that even if Renault is a glorious brand, I think that the fit within the Formula 1 world of Alpine is even better. It can be even better,” he said as per Motorsport.com.
“I am a big believer that Formula 1 should be a championship of constructors with brands that make people dream, with the connection possibly between racing on Sunday and selling on Monday.
“So with a connection that the customer can touch in the street: looking at Ferraris, Mercedes, and some glorious names like Williams, and Aston Martin next year, it’s good for the sport.”
🔵 Alpine F1 Team enters Formula 1 🔵
Starting from the 2021 season, Groupe Renault’s team becomes Alpine F1 Team, equipped with a Renault E-TECH hybrid engine.
— Renault F1 Team (@RenaultF1Team) September 6, 2020
Alpine is best known for their past successes and has done little in motorsport in recent times. By bringing the manufacturer into F1, Meo is aiming to make them known to the world for more than just nostalgic reasons.
“When I entered the company, I saw Alpine as a brand as a very nostalgic thing,” he added.
“Nostalgia is okay, but I think we need to look at the future. So we need to think in a different way, and use Alpine to build the future: not looking at 60 years ago or 50 years ago.
“If there is a fit, if there is a business opportunity, because that’s what we’re trying to do right now, then it is to kind of change a little bit the approach to that story.”
With the team colours set to be those of the French flag and Fernando Alonso returning, many are hoping that the livery will be similar to the blue-heavy schemes of 2005 and 2006, the last time a French manufacturer won the World Championship.