Alpine’s A390 sports car is struggling to meet sales targets amid aggressive pricing tactics from German luxury automakers, which are offering lower monthly payment options. Renault Group’s CEO acknowledges the challenge but emphasizes a long-term vision for the brand, framing its development as a decades-long endeavor. The competitive pressure highlights how premium sports car buyers are increasingly drawn to financing flexibility. Industry observers will watch whether Alpine can adjust its strategy to regain market traction.
Renault Group CEO Francois Provost says Alpine’s A390 is selling below expectations as German premium rivals undercut it on monthly payments, but he sees a 20-year journey ahead.
