Following the unveiling of Alpine's Celebration concept car at Le Mans, the firm's boss says the French brand must be unique if it's to compete
The Alpine Celebration concept car, revealed at the Le Mans 24 Hour race this weekend is a statement of intent from Renault as it prepares to relaunch the Alpine brand in 2016.
Following the car's unveiling, Autocar caught up with Alpine boss Bernard Ollivier to see what the future holds.
Does this confirm that a production car is on the way now?
“Yes and no. Yes because it’s a sign that we are beginning to get the concept, but it’s not finished. Our objective through Alpine Celebration is to assess. It is very difficult for us - we have to relaunch a brand. This is very rare on the market. And it is very difficult to be sure what kind of expectations customers will have, and at the end what kind of profitability we will have.
"For instance, you have seen the Alpine Celebration in the village [where it is on display to the public]. If I change the logo and I put Renaultsport, or Porsche, or Lotus. Is there a difference of assessment by people? If they are interested. It is very important for us. What kind of people? Perhaps if I put Porsche it’s not the same customer than if it is Alpine or Renault Sport. So it’s quite a survey.
"We think… we have our idea. Our objective is to validate our idea or to change. My opinion is that the potential customers are very modern so they are waiting for a modern car, but of course if you buy an Alpine, you are waiting for a real Alpine.
"A real Alpine means the DNA of Alpine, which is light, fast and fun to drive. So our proposition with Alpine Celebration is that we think a new Alpine should be - firstly, a modern car, with a modern design and modern technology. Secondly - a car which also shows the heritage."
It’s a very difficult balance then?
"The design of the car is very, very important. Probably 80% of the decision to buy a car is down to the design. So it’s very, very crucial.
"But after that, there are other points, the positioning of the car, performance, comfort and of course all the economic topics with the profitability."
Is there a timeframe to launch the car?
"We would prefer to be sure than to be quick. But also this is not only about France. France is quite a small market. Of course, I think about Germany, the UK, Japan etc. And this car will go to Goodwood in the UK.
"I am very interested because I know British people love cars. The design is quite close, it is not an Italian design. It will be very interesting for us to measure the feedback from Goodwood."
So you are still deciding on your markets, as well as the technology of the car?
"No. For me there are some topics that are not to be negotiated, because it is in the DNA. And the DNA of Alpine is not negotiable. The ratio of lightweight vs power is not negotiable, it’s the DNA."
Has developing the road car been a challenge?
"My challenge is the market has not waited for us. All the places are taken by carmakers and so we have to take our place. For that we need to be very strong on our uniqueness. If we copy Lotus, or Porsche, why will we succeed?
"It’s possible we will succeed because our car will be different. An Alpine has to be different to a Lotus."
What can you tell us about the final product?
"If you see our car, you can see this car will be useable daily. The car will be elegant, with the French idea of elegance. Simple, fluid, and very uncomplicated. It will be special. So we think these topics are not in the market today. So we have our place.
"There must already be quite a bit of confidence that there is a market for Alpine. What gives you that?
"I am confident we will be able to find the good solution. But today we have not finished solving the remaining issues. For instance, the profitability hot topic. If the profitability is low it means we are not sure on the long-term future. It is very important for me and for the Renault Group to build something for the long-term."
What customers are you aiming for with Alpine?
"The customers for Alpine cars won’t be the same as for Renault. For instance, even the customer for Renault Sport is probably young, not very rich, and he is buying a car which is useable for all the things he has to do.
"For Alpine, it’s not that. It is very passionate people, quite rich, probably it’s the third or fourth car for them. It’s a car only for pleasure for the weekend, not to drive a lot, only for pleasure. Is this customer going to go to a Renault dealer to buy an Alpine? I’m not sure, because you want to get a very, very dedicated service."
Is this concept close to the final product?
"We will modify this concept using feedback from today, tomorrow and Goodwood. We will modify, we will look for a good balance. I’m not sure this is for next year – the timing is dependant on our ability to make the right car."
Simon Strang
Read more:
New Alpine Celebration concept revealed at Le Mans
Blog - What's the point of Alpine?
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