Renault may use its revived Alpine brand as a tester for an online sales model.
Exactly how this would work – and whether it will happen at all – is still under consideration, Renault Australia managing director Justin Hocevar told caradvice.com.au.
The niche French heritage brand signalled a comeback in 2012 when it released a concept racecar as a 50th anniversary tribute to the A110 Berlinette, and its enviable rallying history. The brand itself has just celebrated its 60th birthday.
Renault has confirmed a lightweight Alpine sports coupe for release in 2017, but as yet it doesn’t have a name.
Hocevar is loathe to jump into a web sales model with the widely-unknown brand, and undertook to consult throughout the decision-making process with Renault Australia’s dealer network.
“Given it’s a specialised brand, it requires a specialised network,” he told the consumer website.
Possible options include an Alpine site that takes potential buyers up to test drive-ready before passing them to an existing dealer for the hands-on part of the purchase – or one that takes the car to the customer.
“Whatever the level of involvement it, it must be explored,” he told the site. “There’s an opportunity to develop an understanding of how e-commerce and automotive can begin to work.”
Electric car maker Tesla has seen a high success rate using an online model, but from its introduction as a brand with the Lotus Elise-based Roadster, it has aimed at tech-savvy early-adopters.
Alpine is very much an enthusiast brand, so the potential for exposure through mainstream media coverage a la Tesla is less likely.
What is likely though, is that the car will share a platform with existing RenaultSport product, which also enjoys a high level of success in Australia.
The A110/50 concept drew heavily on components from the Megane RS250 Trophy, and the 2017 sportscar is expected to follow suit.
While it’s anyone’s guess whether the Alpine vehicle could lure the RenaultSport faithful from their quick RS Clios and Meganes, but Hocevar making a move without dealer input – whatever the sales model – is not going to happen.
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