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Home Sport Motorsport The Ferrari mannequin behind Alpine's F1 push

The Ferrari mannequin behind Alpine’s F1 push

But regardless of the unique motivation, it proved to be an excellent marketing strategy because the street automotive enterprise and Scuderia Ferrari helped gasoline one another’s success.

Such a two-way stream will not be too distant from the imaginative and prescient that new Renault CEO Luca de Meo now has for the Alpine model, after giving the inexperienced mild for a renaming of his French automotive producer’s F1 crew.

Since arriving at Renault in July, de Meo has needed to make some swift choices on easy methods to plot a path out of the coronavirus-fuelled monetary disaster for the entire Renault Group.

Part of that included an analysis of the F1 venture, and whether or not or to not commit to a different five-year interval.

But, simply as occurred at different groups, the arrival of F1’s finances cap allied to a restructuring of its prize cash construction to stage the taking part in area, has made it virtually a no brainer to stay round.

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With it now potential for groups to develop into revenue centres, and at worse break-even companies, there isn’t any longer the priority about them merely changing into a bottomless pit for spending.

That is why, with that state of affairs sorted, de Meo sees that likelihood to recreate the unique Ferrari enterprise mannequin. He needs a virtuous circle of constructing a profitable Alpine model by way of F1 success, with the earnings of that enterprise then funding the crew.

“I think that the interesting part will be the business that we create around the motorsports, to actually potentially finance the motorsports activity,” de Meo stated throughout an look on the Italian GP.

“My thought is that this factor ought to be closed itself, right into a loop, in order that we will safe and provides perennity to the dedication and engagement of the group in motorsports.

Lucas de Meo, CEO of Renault

Photo by: Charles Coates / Motorsport Images

“It’s a hope. We should make the maths. We should see what sort of enterprise we’ve got to see for our colleagues right here [at Renault]. Also what sort of product we have to put out, how a lot this factor prices, what’s the business return on that? But I’ve executed that previously so I do know it might probably work.”

It is a logical plan, and one that fully justifies the potential of Renault’s F1 name change. But still, the effort being put to promote the Alpine brand – and give it all the attention in F1 – is not without its consequences.

One of the big ones could be that, after years of Renault investment and the hiring of Fernando Alonso, its most successful F1 driver, the French car manufacturer risks losing any marketing benefit from the future success of the outfit it has spent millions on by handing the spotlight to Alpine.

De Meo thinks, though, that Renault is too big a brand for people not to associate anything that Alpine-Renault achieve with the parent road car company. And he is clear that the opportunities offered by the Alpine rebrand far outweigh any downside of what it means for Renault brand identity.

“We’ve been round for 120 years,” he said about Renault. “So I do not suppose {that a} transfer like that might jeopardise any consciousness or likability or notion of Renault.

“I mean it’s a big enough traditional historic manufacturer. It is known everywhere. We have many issues and many challenges but I don’t think we have a big issue of awareness in general.

“I feel this factor is a strategy to transfer on, to do one thing new, and one thing that’s engaging for the general public that is very credible.

“I mean of course, before doing these things you kind of test and talk with some people. But every time you’re evoking such a kind of story, you see smiles.

“So even the knowledgeable information says yeah that is a cool factor and that is one thing try to be doing. So I really feel assured it may very well be a really, superb story.”

Alpine announcement

Alpine announcement

Photo by: Alpine


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