Alpine is at a turning point in its history, moving to 100% electric with its first model: the A290.
As Alpine’s first 100% electric sporty city car, it recently made its debut on the roads of Madrid, Spain, with a very special guest: Zinedine Zidane. An ambassador for the brand for several years, the former French football star had the opportunity to take the wheel and share his impressions. But behind this perfectly orchestrated presentation, certain details have intrigued observers.
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An electric Alpine built to impress
The Alpine A290 is not just a simple electric city car. With its aggressive look, its 220 hp, imposing wheels, and sharp chassis, it promises a dynamic driving experience true to the brand’s sporty DNA. Its launch coincides with Alpine’s transition to a 100% electric lineup, a bold bet in a market undergoing major changes. With an announced range of nearly 250 mi and a driving mode inspired by racing, it aims to attract those who seek both performance and modernity. To support this launch, Alpine is banking on a prestigious ambassador: Zinedine Zidane. Already present at the 24 Hours of Le Mans alongside the Alpenglow prototype, he continues his commitment by showcasing the new city car. Behind this carefully managed communication, the question arises: would Zidane have shown the same enthusiasm without his contract with Alpine? One thing is certain: he loves cars and motorsports.
A message calibrated for the occasion
During this test in Madrid, the former Ballon d’Or winner showered the car with compliments. “It’s incredible, easy to drive, and at the same time sporty,” he declared. An opinion that seems to check all the boxes for the ideal launch message. However, what fans might have preferred to hear was a deeper analysis of its driving sensations. Compared to a thermal Renault Clio RS or even its electric rivals like the Mini JCW Electric, where does the A290 really stand? This lack of technical detail may leave some puzzled, especially since Zidane is, above all, a motorsport enthusiast. While he obviously doesn’t have the background of a professional driver, his impressions could have offered a more authentic perspective. But Alpine chose to stick to a simple and accessible message, aimed at appealing to a broad audience rather than purists.
A 100% electric strategy that sparks debate
You’ve probably noticed that Alpine’s strategy to go fully electric has stirred controversy in recent months. Electric sports cars aren’t exactly in favor among enthusiasts, who prefer internal combustion engine, or even hybrid, models. This 100% electric Alpine is no exception, and some fans even miss the magnificent A110, the iconic thermal coupe from the French manufacturer.
A model in the spotlight, but at what price?
The Alpine A290, which shares its title of Car of the Year with the Renault 5 E-Tech, is positioning itself as a credible alternative among small electric sports cars. However, its price—starting at €39,700 in Europe (around $41,500) in the GT Performance trim—raises some questions. Sure, electrification comes at a cost, but in this price range, the competition is fierce. Between the upcoming Lancia Ypsilon HF and the Mini JCW Electric, Alpine will have to prove that its sporty DNA justifies the investment. For Zidane, the price of the A290 is obviously not a problem. With an ambassador contract estimated at $3.66 million per year for his role with Alpine, it’s no wonder he speaks highly of it. But for potential buyers, the debate is different: does this new Alpine live up to the brand’s heritage?
This article explores the launch of the Alpine A290 alongside Zinedine Zidane, highlighting the challenges of electrification and the expectations surrounding this model. With its finely tuned communication and questions about its positioning against the competition, the A290 will need to prove itself on the road to earn its title as a true electric sports car.
Source & images: Alpine cars
