A new Gucci partnership will put the fashion house’s name on Alpine’s Formula 1 team from 2027, as the brand expands into the premium electric sports-car market. Bruno Hohmann, Alpine’s vice president, puts it simply: “Getting 700 horsepower from an electric car is easy. What matters is the experience and sensations our cars deliver.”
Alpine broke the 10,000-unit mark last year, and sales continue to climb. First-quarter figures jumped 69%, and Hohmann expects the brand to finish the year with 17,000 to 18,000 cars sold. Alpine plans to expand its dealer network to 300 outlets, most of them in Europe. Its next wave of cars will be fully electric, built on the Alpine Performance Platform (APP) with 800-volt technology. The new A110 and its convertible will run on electric power, as will a planned 2+2 model; two more models remain secret.
Several recent publications have reported that Gucci will become Alpine’s title partner in Formula 1 from the 2027 season, with the team expected to be renamed Gucci Racing Alpine Formula One Team.
Spain has emerged as a standout market for Alpine, with sales up 88% this year. The brand expects about 1,000 registrations, making Spain its fourth-biggest market, ahead of some former Alpine strongholds. Its European sales map is changing: for the first time, France will account for less than half of sales. The UK and Germany are also top markets.
Some question whether Alpine’s focus on the A290 hatchback, now 70% of sales, hurts its image. Hohmann says it does not. Two-thirds of A290 buyers choose the 220-horsepower version, and half opt for the top GTS trim. The car is attracting new customers, many of whom already own supercars from Porsche or Lamborghini and want something nimble and different for daily driving.
RacingNews365 and other industry sources estimate the potential value of the Gucci deal at $55 to $60 million per year, although Alpine and Gucci have not officially confirmed the figure. The partnership is expected to change Alpine’s livery and bring a broader rebranding of the team’s image.
Alpine is not trying to copy Tesla or Porsche. The brand is carving out its own space between classic premium brands and pure sports-car makers. Racing remains at its core, alongside a focus on light, powerful cars with a distinctive feel behind the wheel. Hohmann says Chinese brands have yet to match this, even as they push hard into electric performance.
Formula 1 is central to Alpine’s plans, and Hohmann says the Gucci partnership is already bringing in new buyers. These customers care about design and exclusivity as well as speed. Special Gucci editions are possible, but Hohmann says any new version must offer real value, not merely a fancy badge.
Women are becoming a bigger part of Alpine’s customer base. The share of female A290 buyers has risen from 10% to nearly 30%, and Alpine has formed a working group to sustain the trend. Hohmann hints at surprises for the next Paris Motor Show, with new ideas planned to widen the brand’s appeal.
Formula 1 is also a strong sales driver. Hohmann keeps the figures private but acknowledges that dealership visits spike during Grand Prix weekends. Alpine is working to sharpen its marketing and sales around F1, while the sport’s global reach helps the brand find new fans.
Alpine’s global plans face obstacles: a North American launch is on hold because of tariffs and an uncertain electric-car market. The APP platform is ready for global use, but for now Alpine is looking at Australia and the Middle East, where prospects appear strong.
Weight remains a major challenge for electric sports cars. Alpine is addressing it with an aluminum body for the APP platform. The new A110 will have two battery packs, one in front and one in back, preserving the driving position and balance of the current gas model.
Personalization is central to Alpine’s premium push. The Atelier Alpine in Barcelona presents the brand’s world and offers custom options. The latest A110 editions reach up to 330 horsepower and can cost €350,000. Buyers can tailor any model, with more choices available at higher trims. Alpine builds loyalty through a fan club and exclusive experiences, such as factory and Formula 1 visits.
European carmakers face pressure from Chinese electric brands. Alpine is taking a different path, focusing on driving feel and brand identity amid the wider industry problems examined in the previous investigation into Europe’s electric-car crisis.
Alpine refuses to chase big sales at the cost of character, pairing technology with design and a curated customer experience.
