Alpine is accelerating its electric transformation and expanding its premium image with a new Gucci partnership in Formula 1. Vice president Bruno Hohmann reveals how the brand aims to stand out in a crowded market and why Spain is now a key growth engine.
Alpine is moving fast. The brand is not just chasing big numbers. A new deal with Gucci will put the fashion house’s name on Alpine’s Formula 1 team from 2027. This move signals Alpine’s push into the premium electric sports car world. 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. Sales are still climbing. In the first quarter, numbers jumped 69%. Hohmann expects to finish the year with 17,000 to 18,000 cars sold. The brand’s dealer network is growing too. Alpine plans to reach 300 outlets, most in Europe. The next wave of cars will be fully electric, built on the Alpine Performance Platform (APP) with 800-volt tech. The new A110, its convertible, and a planned 2+2 model will all run on electric power. Two more models are still secret.
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, as confirmed by several recent publications.
Spain is now a surprise star for Alpine. Sales there are up 88% this year. The brand expects about 1,000 registrations. Spain is now Alpine’s fourth-biggest market. It has passed some of Alpine’s old strongholds. The brand’s European map is changing. For the first time, France will make up less than half of Alpine’s sales. The UK and Germany are also top markets.
Some wonder if Alpine’s focus on the A290 hatchback—now 70% of sales—hurts its image. Hohmann says no. Two-thirds of A290 buyers pick the 220-horsepower version. Half go for the top GTS trim. The car is pulling in a new crowd. Many already own supercars from Porsche or Lamborghini. They want something nimble and different for daily driving.
The partnership with Gucci will not only change Alpine's livery but also trigger a full rebranding of the team's image. According to RacingNews365 and other industry sources, the deal could bring Alpine an estimated $55–60 million per year, although this figure has not been officially confirmed by Alpine or Gucci.
Alpine is not trying to copy Tesla or Porsche. The brand is carving out its own space. It sits between classic premium brands and pure sports car makers. Racing is still at Alpine’s core. But the focus is on light, powerful cars that feel unique to drive. Hohmann says Chinese brands have not matched this yet, even as they push hard into electric performance.
Formula 1 is key to Alpine’s plans. The Gucci deal is more than a logo swap. It’s a signal that Alpine wants to raise its game. Hohmann says the partnership is already bringing in new buyers. These customers care about design and exclusivity, not just speed. Special Gucci editions could happen. But Hohmann says any new version must offer real value, not just a fancy badge.
Women are becoming a bigger part of Alpine’s story. The share of female A290 buyers has jumped from 10% to nearly 30%. Alpine has set up a working group to keep this trend going. Hohmann hints at surprises for the next Paris Motor Show. New ideas are coming to widen Alpine’s appeal.
Formula 1 is a strong sales driver. Hohmann keeps the numbers private. But he admits that dealership visits spike during Grand Prix weekends. Alpine is working to make its marketing and sales around F1 more professional. The sport’s global reach is helping the brand find new fans.
Alpine’s global plans face some roadblocks. A North American launch is on hold. Tariffs and an uncertain electric car market are the main reasons. The APP platform is ready for global use, but for now, Alpine is looking at Australia and the Middle East. These regions show strong promise.
Weight is a big problem for most electric sports cars. Alpine is tackling it head-on. The APP platform uses an aluminum body to keep weight down. The new A110 will have two battery packs—one in front, one in back. This keeps the same driving position and balance as the current gas model.
Personalization is central to Alpine’s premium push. The Atelier Alpine in Barcelona shows off the brand’s world. It 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 at higher trims. Alpine builds loyalty with a fan club and exclusive experiences, including factory and Formula 1 visits.
European carmakers are under pressure from Chinese electric brands. Alpine stands out by focusing on driving feel and brand identity. This is a different path from the wider industry problems covered in the previous investigation into Europe’s electric car crisis.
Alpine refuses to chase big sales at the cost of character. The brand bets on tech, design, and a curated customer experience. It wants to be rare in the electric age. Sensation matters more than stats. For Spanish drivers and fans across Europe, Alpine’s next steps promise more than numbers. The future looks different—and exciting.
