As part of a campaign set to launch in France on June 6, 2025, Alpine looks back on the highlights of its history and those yet to come in a three-minute film. It sets to music the vision of Alpine’s founder, Jean Rédélé, and the brand’s mantra: making lightness a strength.
This anniversary creation pays tribute to the highlights of Alpine’s epic journey: from the first nights spent lightening the 4CVs in Jean Rédélé’s Parisian garage in 1950 to the creation of the brand in 1955 and its participation in the Mille Miglia, 24 Hours of Le Mans, Monte Carlo Rally, the REBIRTH of the brand in 2017, and its historic FORMULA 1 victory at the 2021 Hungarian Grand Prix.
This story continues today with Alpine’s Dream Garage, the result of an ambitious strategic plan aimed at unprecedented development of the brand and the launch of its first 100% electric sports models: the A290 and A390, the brand’s very first sport fastback. These models are designed for enthusiasts who value driving pleasure, pure agility, and raw emotion.
Directed by Antoine Bardou-Jacquet (prod. Partizan) for the BETC agency, the film adopts a bold visual style, combining footage of vintage models with animated scenes inspired by comic books, a graphic code emblematic of the automotive world and that of Alpine. This blend of reality and illustration lends the story a nostalgic and resolutely contemporary dimension.
An intense and emotional original soundtrack, created by Start Rec, accompanies this journey through time.
ABOUT ALPINE
Founded in 1955 by Jean Rédélé, Alpine has established itself with its French-style sports cars. The brand introduced the new A110 in 2018, faithful to Alpine’s timeless principles of compactness, lightweight, agility and driving pleasure. The Alpine Business Unit was created in 2021, building on the heritage and savoir-faire of its historic Dieppe factory and the engineering expertise of the Alpine Racing and Alpine Cars teams. The dedicated brand innovates authentic and exclusive sports cars within Renault Group. This expertise enables the brand to compete in two FIA championships: Formula 1 and the World Endurance Championship. Alpine is also present in other racing disciplines through its customer racing programme in Rally, Cup and GT4. 2024 marks a turning point in Alpine’s ambitions as it inaugurates Its 100% electric “Dream Garage” with the launch of its hot hatch, the A290, followed by its first sport fastback, the A390, in 2025.
