Renault F1’s name change to Alpine takes shape

Renault is expected to announce its plan to rename its Formula 1 team for the 2021 season.

The French team will be named after Renault’s performance car division, Alpine. The Alpine brand, founded in 1955, resumed production of road cars in 2017 after a 22-year hiatus.

From next year, the French team will be officially named « Alpine F1 Team powered by Renault E-Tech engines », according to Racefans. The brand E-Tech Hybrid was added to car hoods at the start of the year.

Renault announced yesterday changes in the brands of its group, including the appointment of Cyril Abiteboul, general manager of the Renault F1 Team, in charge of Alpine, one of its four main business units.

Speaking earlier today, Abiteboul did not confirm the name change, saying it was the business of new CEO Luca de Meo. “It will be up to him to decide how he wants to market the different brands”, said Abiteboul. “I’m just leading the team. “

Abiteboul added that his role in charge of Alpine will be to build his organization as he did for Renault’s F1 team. “We have a new CEO, Luca De Meo, who arrives with a clear vision of the group”, did he declare.

“One thing he announced is that he has high expectations for Alpine. What he asked me to do as a mission, in addition to what I am currently doing i.e. leading the team, is to provide some suggestions in order to build an organization around this brand. “

“For now, this brand is a car, a model – A110 – but we want to do more and that requires an organization: An engineering department, a product department, a sales department, marketing and Communication. So that’s what I would like to do. “

“That’s what I did for the team: build an infrastructure and a platform. That’s what I’m going to do at the top. But that has absolutely no implications for the marketing strategy ”.

De Meo is expected to attend the Italian Grand Prix this weekend.


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