Can the Alpine A290, fit Corporate Car Policies?

Can a modern icon-car like the newly launched Alpine A290, Renault's upgraded sport version of the R5, find it's space in Corporate Car Lists? That's the right kind of question a car maker should be asking a fleet management company, and when it comes to Alpine surprisingly we don't think it will be a challenge to position it well. Let's see why after my first contact with the vehicle in Milano today.

Alpine, Renault's iconic motorsport brand, has recently unveiled its modern version of the new R5, a B-segment, five-door compact hatchback that reinterprets its classic ancestor from the 1980s. Alpine's model, A290, is a fully electric sporty city car that blends contemporary design with classic rally-inspired elements while featuring a range of high-quality details and functions. Equipped with a 52 kWh battery, it offers an approximate range of 350 km under mixed driving conditions. Depending on the trim level, it is available with either 180 HP or 220 HP, promising an exceptional handling experience.

Alpine launched the vehicle at the prestigious “Salone del Mobile” in Milan, one of the world's most influential design and furniture fairs. This event is known for its stylish trends that extend beyond furniture, making it an ideal backdrop for Alpine.

I had the opportunity to meet with Paola Picchierri, the European Corporate Fleet and Used Cars Director, whose enthusiasm was palpable. It's easy to see why.

The vehicle is love at first sight. What captivated me was not only the nostalgia it evoked but also its status as a stunning new tech icon that I would love to have as my company car. It is one of those thoughtfully designed models that stands out from the crowd, possessing a distinctive character and is destined for a remarkably long life cycle. I anticipate that its appeal will be comparable to that of the Fiat 500, which has undergone only a modest facelift in nearly 20 years of production. I believe the same will hold true for Renault’s R5 and Alpine’s A290, both of which should maintain good residual values. Furthermore, Alpine has strategically positioned Paola’s new role to encompass the Used Car strategy.

Paola inquired whether I could see this vehicle being included in corporate car policies, and I responded positively for three reasons:

1. Employee Satisfaction: This vehicle will provide eligible drivers with an unparalleled appreciation for the car selection list simply because the employer had the foresight to include an iconic model in the mix—and a great one at that.

2. Market Positioning: Paired with the Renault R5, which is positioned at the entry-level of the car list (starting at €25,000), the Alpine A290 can be positioned higher up, attracting more senior roles in the company who are looking for something unique without requiring much space but still desiring a thrilling handling experience.

3. BEV Value Proposition: As a battery electric vehicle (BEV), it has a reasonable list price for its exceptional value (averaging €42,000 for the Alpine), making it a competitive offering. Additionally, it is likely to have a high-end residual value, which should result in attractive lease rates.  

Joshua Formis - International Sales Director at Fleet Logistics