Alpine opens its first 'Atelier' in the world in Barcelona to be a benchmark in the motor industry

Alpine is an emblematic firm for motor and Formula 1 lovers. The Renault group brand, however, is not satisfied with this, and wants to be recognized beyond France and the sports world, positioning itself in the market with novelties such as its electric urban model A290. To advance in this direction, the brand has chosen to approach its potential audience through a new strategy: the opening of its Ateliers, the first of which has emerged in the center of Barcelona.

Coinciding with the Spanish Formula 1 Grand Prix, this first Atelier of Alpine worldwide aims to serve as a meeting point between Barcelona society, the brand's customers, and automotive enthusiasts in general. Located at the intersection of Diputación and Roger de Llúria, the space has opened a few meters from Paseo de Gràcia, where a few days ago the engines of Formula 1 cars resonated, as a prelude to this weekend's event in Montmeló, which will be held with an eye on the continuity of F1 in the circuit beyond 2026.

The opening of this Alpine hub represents a strategic moment for the brand, part of a Renault group facing challenges such as decarbonization, digitalization, material scarcity, and the transformation of the workforce by converting the company into a diversified group. This "team of teams" includes Alpine with the "ambition to scale the brand globally and make it a benchmark in the world of motorsport and avant-garde," highlighted the Director of Strategy and Business Development of Renault Group and General Director of the group in Spain, Josep Maria Recasens, at the inauguration of the brand new Atelier.

Thus, Alpine wants to reposition itself among the general public, for which it is creating a new range that will be 100% electric by 2026. Part of this "dream garage" is the new A290, which will kick off the brand's new stage, propelled from Barcelona. In parallel, the opening contributes to "continuing to value a prize and a circuit that we want to be a world reference," according to the General Director of Industrial Strategy of the Government, Jordi García Brustenga.

Alpine, with a brand value of 700 million euros, has chosen Barcelona to boost its new strategy because "the city represents the spirit and DNA of what Alpine wants to be," according to the firm's CEO, Philippe Krief. "Barcelona is our first Atelier, and our plan is to extend this format worldwide," he added. In this regard, the brand is especially focused on large European cities, and it already plans for two more Ateliers to open their doors by the end of 2024: one in Paris, and another in London. All Alpine Ateliers will be conceived as spaces between 300 and 600 square meters, characterized by the blue that evokes the brand's universe.

This Atelier format hybridizes two spaces: an entertainment zone and a customer area. The first features a lounge bar, a car exhibition area, a simulator, and a five-meter screen designed for fans to experience races as if they were live. For its part, the semi-public customer zone will allow customizing and configuring Alpine vehicles. "We are imagining our cars beyond seeing them as machines," highlighted Alpine's sales director, Antonino Labate, within a brand strategy in which Barcelona is called to play a fundamental role.