Alpine, the brand with the arrow A, does not let itself be discouraged by a Formula 1 season to forget. In 2025, it will open 10 new showrooms, bringing its network to 42 points of sale in France. Between commercial optimism and turbulence on the circuits, Alpine demonstrates unwavering determination.
Dynamic Expansion of Alpine
The Alpine network continues to expand. With an impressive total of 42 points of sale to date, the brand inaugurated 10 new showrooms this year in France. Among the latest openings are cities like Pau, Aix-en-Provence, and Lyon Sud, while Metz and Calais are preparing to welcome their own points of sale by the end of December. It’s a bit like a marathon gaining momentum: Alpine is not slowing down, even if the performances in Formula 1 are far from meeting expectations.
The Alpine store in Lyon © Alpine
A Solid Network Despite Poor Sports Results
Despite a catastrophic season in Formula 1 — where Alpine finished last with only 22 points — the brand has managed to hold its own. Growing from 33 points of sale in December 2024 to 42 today shows real momentum. The national network is thus consolidated, providing car enthusiasts with easier access to these models that generate so much excitement.
Immersive Alpine Centers for Fans
The new largest Alpine center of the Car Lovers group, opened last October in Paris, is a testament to this ambition. With 650 m² over three levels, this brand-new showroom is a true immersion into the world of Alpine. Imagine a space where you can not only discover cars but also customize your model, have a drink at the bar, or test your skills on driving simulators. Philippe Quetaud, director of Alpine France, sums it up well: “2025 marks a key milestone for Alpine in France.” It’s not just about numbers; it’s also a long-term vision.
Mathieu Moraillon (Dacia) succeeds Julien Lebrun as sales director in the France network © DR
Dacia Implements a Strategic Change in Its Organization
At Dacia, another flagship of the Renault Group, they are not sitting idly by either. Starting January 1, a notable reshuffle will take place: Julien Lebrun becomes vice president of sales performance, while Mathieu Moraillon, currently Renault’s territory director, will succeed him as sales director of Dacia France. With 25 years of experience within the Renault group, Moraillon is well-versed in strategic maneuvers. His journey, which has taken him through several European countries, promises to bring a fresh perspective to the manufacturer.
A Pivotal Year for Alpine and Dacia
The year 2025 promises to be crucial for both Alpine and Dacia. While Alpine focuses on expanding its network and a new immersive customer experience, Dacia is concentrating on optimizing its commercial performance with experienced figures at its helm. The coexistence of these two brands under the same roof of the Renault Group illustrates a bold strategy: to diversify approaches while remaining rooted in the dynamism of the French automotive market.
It’s a bit like watching a theater play where each character must play their role perfectly for the whole to function harmoniously. The coming months will be decisive to see if these strategies will bear fruit.
