When Groupe Renault reignited the Alpine brand in 2017 with the A110, the stakes were high. The name meant so much to the automotive world, and the premium sports car market was rich with talent. The A110 combined evocative looks with a ground-up aluminium architecture, designed to be driver-focused above all else. The car achieved almost immediate icon status in the press, due to its incredible tactility, fluidity on the road and dynamism thanks to its incredibly low weight.
That this car (and therefore the Alpine brand, as there was only one model at launch) would be revered amongst car nuts was now a given, but Alpine presented a challenge to Fusion - broaden its appeal beyond the niche car enthusiasts and reach an audience more familiar with Porsche, Lotus and Audi.
As part of an awareness campaign, we attended a series of concourse events across the summer, showcasing the car and brand in esteemed company amongst the finest cars in the world.