Alpin CEO Interviews with Korean Press
"Limited Sale of A110 Within the Year"
French high-performance car brand Alpine will enter the Korean market in 2026. The brand, which has gained prominence mainly through overseas motorsports, is expected by the company to have demand in the Korean market as well. They plan to expand their overseas presence by diversifying their lineup with electric vehicles and other models, and Korea was chosen as one of the key bases at the Renault Group level.
Philippe Krief, Alpine CEO, revealed this during a meeting with reporters from the Korea Automobile Journalists Association on the press day of the Paris Motor Show on the 14th. When asked about plans for entering Korea, he said, "We plan to introduce the Alpine brand in Korea in 2026," adding, "We intend to sell about 20 units of the A110 in a limited edition by the end of this year." Krief also mentioned that he plans to visit Korea next month to discuss domestic sales and other matters.
Philipp Krief, CEO of the Alpine brand, is being interviewed by Korean reporters on the 14th (local time). [Photo by Korea Automobile Journalists Association]
He added that it has not yet been decided whether to establish a separate corporation in Korea or to utilize the existing Renault Korea business network. A Renault Korea official explained, "In most cases worldwide, about 70-80% have Alpine-exclusive dealer networks, and the rest operate through collaboration with existing (Renault sales networks, etc.), with slight differences depending on the country."
Alpine was established in France in 1955 and gained fame by participating in various motorsport competitions in the 1960s and 1970s using Renault parts. After being acquired by Renault in the 1970s, the brand discontinued vehicles for a while but was revived in 2017 with the launch of the A110 model. Currently, this is the only model available. Alpine also competes in Formula 1, a benchmark for manufacturers' technological competitiveness.
At the Renault Group level, Alpine is considered a key pillar in the mid- to long-term brand and product strategy. The brand attracted industry attention by deciding to offer a variety of electrified models, which is unique for a high-performance brand. Krief said, "All seven upcoming new models will be electric vehicles," adding, "While the A110 focused on motorsports, the next models will be designed with the family car concept in mind."
He continued, "Out of the seven models, three have already been mass-produced, and once the 390, a compact SUV, goes into production, it will be launched in Asia, including Korea, as well as Europe, and later introduced in the United States."
The vehicles are expected to be imported in a custom order form. Mark Fullang, Alpine’s chief designer, said, "There are 20 exterior color options, and it is possible to exactly restore the color of an A110 that a customer previously owned," adding, "For the interior, we collaborate with an Italian company to individually produce seat materials and colors."
Alpine’s plan to increase sales through overseas expansion is interpreted as a decision considering the growing demand for high-performance vehicles in Korea. In the past, high-performance cars were seen as the exclusive domain of a small group of enthusiasts, but as income levels have risen and the base of motorsports has expanded, demand among the general public has increased.
Hyundai Motor Company also used to release high-performance models in advanced markets such as Europe and participated in international racing events like the World Rally Championship (WRC) overseas, but recently has held several events related to high-performance vehicles domestically as well. Sales of European high-performance brands such as BMW M and Mercedes AMG have also increased significantly in Korea over the past few years.
Regarding whether Renault Alpine brand vehicles will be produced at Renault Korea’s Busan plant, Krief avoided a direct answer, saying, "We will be able to respond next year." The Busan plant is one of Renault Group’s global production bases and has a history of contract manufacturing vehicles for various brands besides Renault. It has produced Nissan SUVs and will produce Polestar electric vehicles under Geely Automobile starting next year.
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