00:00What message would you like to convey to Alpine enthusiasts?
00:12It's not the best thing to keep the Alps in check, since the options in the market have a unique and very enjoyable performance.
00:30It's a story that has been going on for 70 years and I think The Magician is amazing because the story continues.
00:52That little bit of white and red was very important for my father who wanted to absolutely represent France.
00:58Jean's route is very important because to know where to go, you need to know where to go and we come from Jean Rele and like these illustrious predecessors like Henry Ford, Ferdinand Porsche or Enzo Ferrari, he created his own brand.
01:11But there is a little difference that inspires us at Alpine every day.
01:18He called the Alpine brand, he didn't call Ray like his predecessors did and that's to symbolize what Alpine is light and, in a certain way, pure and pleasurable.
01:28Dad chose to call on the Alpine brand, a reminder of his victories in the Alps and especially the Alpine Cup, which he had won on a horse in 1954.
01:56My father launched the Alpine because he had a great run on horses and he realized that horses had a potential for wonder, but by making a slightly lighter car, using modern materials for the era, he could have a sporty and high performance car.
02:09As an amusing anecdote, in 1955, he won on an Alpine in 196.
02:16He ends the course with an hour of advance on the Cheveau de Ferre, which demonstrates the performance of the car more easily than the Cheveau.
02:22He says so, after having made a tour in the Alps at the wheel of these cars, I am very amused.
02:27It is banal, but more and more fundamental.
02:32This value, because I am very amused, it is what we want to convey to our customers when they drive cars or have an experience, which is what it is with, with the Alpine world.
02:40And that's why we, even though we want to have a lot of fun while working on developing cars, because if we have a lot of fun, customers get annoyed by going through the product.
02:49My father defined the Alpine brand as being lightweight, efficient, economical, using large series parts, and very pleasant to drive.
03:08The symbolic models that were introduced at Alpine are the very first, the 106, which is the first.
03:15After that, it's the 110 that marked its era in rallies.
03:18In Alpine's history, the 110 played a fundamental role.
03:22It's the one that gave birth to the most beautiful Alpine climbers.
03:28When the car was released in 1962, it had a revolutionary design and, throughout its career from 1962 to 1977, it did not grow, grow and become more efficient with a secret that is a little bit of Alpine sauce.
03:41A little bit like you, it was a light car with a fiber body and a weight content with relatively moderate mechanicals in terms of competition.
03:48But the weight content allowed the cars to be efficient.
03:51We have three major shortcomings.
04:04The first is sure to launch a product range because today we have the 110, which is our iconic car, but with the ambitions that we have, we are not able to launch products in the last seven years in the world of electricity because this is another technological deficiency.
04:19We want to show that we can bring pleasure, we can bring sports in the world of electricity, on the contrary, we can do even better than what we have today.
04:28Right now, we need to develop a distribution network.
04:32This is what will allow us to conquer a small part of the world.
04:3570% of our sales are in France, and we are aiming to expand our presence outside of France in Europe, Asia and the United States by 2030.
04:43This can be the most difficult thing.
04:45It is the creation of a brand.
04:47Today, brand awareness and brand desirability are very strong in France.
04:51But since we have crossed the borders, this is much less obvious.
04:56So, you have to come up with this idea.
04:59This brand awareness is essential to position yourself in the premium brand.
05:03It takes a lot of work every day to keep our clients informed about events, but also to communicate better, and it takes a little bit of Alpine foothold across the competition.
05:12Alp arrived at the summit of his debut in the 1970s thanks to the Burnett, who was initially European champion in 1971 and world champion in 1973.
05:29After that, other victories were achieved.
05:31He won the European Championship in the first stages with Alain Serp-G and in 1978 the victory over M, who was also very important, allowing Renault to compete in Formula 1.
05:41For my father, M was an important achievement, so the first victory for the M in 1964 was the M64, so it was an emblematic car.
05:50After that, the cars were made with the V6 Gordini, which is the 441 and 442, which won the M24 hours.
05:57In 1995, my father, Renault, decided to stop production of the Alpine.
06:11It was for him a little bit of a dream.
06:16And what I regret is that he didn't see the Sands Alpine.
06:19I think he was very happy to see the new wheels and even more the formulas.
06:23It's the competition that allows us to become a little more familiar throughout the world, because the formula, in particular, reaches an audience throughout the world, which also allows us to convey to the Alpine teams the spirit of passion and competition, to always work better, always be ahead and beyond.
06:45The most important aspect of the competition is the technological transfer.
06:50We want to position ourselves in a premium French luxury sports brand.
06:54That's where innovation comes in.
06:57And to implement innovation, we need to apply the solutions that have been developed in Formula 1 or endurance racing cars.
07:03390, it's our second dream car.
07:17It's an electric car.
07:18It's a car that wants to conquer certain markets, like a fastback sports car.
07:24We mean it's a race car in a party costume.
07:27And it's a little bit.
07:29When we want to have fun too much on the small mountain roads, perhaps on the circuit, we will find exactly the same sensations that ours seems impossible to believe are the real thing.
07:43This year, we've been at Alpine for 70 years, but all of Alpine is dedicated to what will happen in the next 7 years.
07:50All of this, both in terms of production and distribution, and the brands are what allow us to put Alpine in the lead of automobile brands and to make Alpine a little bit of the French star in this area.
08:09The world is now, man.
08:12The world is now, man.
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