Alpine, the French performance car brand, remains committed to entering the American market – but not without a strategic vehicle lineup. Despite industry volatility caused by tariffs, EV competition, and evolving regulations, Alpine CEO Philippe Krief confirms that the US remains a key target for expansion. However, the brand recognizes that the A110 sports car alone won’t be enough to succeed in the States.
The Challenge of the US Market
Alpine initially planned to expand globally by 2027, but market realities suggest a more cautious approach. Krief acknowledges that American dealerships need more than just a niche sports car to generate significant sales. The brand’s internal discussions now center on adding a high-volume model alongside the A110, one that appeals to a broader consumer base.
“We need to go to the US with A110 because this is the heart of Alpine. But in the US, maybe, it won’t be enough for dealers and our partners to sell. And maybe we need to have something more.” – Philippe Krief, Alpine CEO
This highlights a critical challenge for European automakers entering the US: American consumers overwhelmingly favor SUVs and crossovers. While the A110 might resonate with enthusiasts, it won’t deliver the sales numbers needed for long-term sustainability.
The SUV Solution
Alpine is currently developing a larger D/E segment model, built on its Alpine Performance Platform, that could serve as a direct competitor to the Porsche Cayenne. This SUV is seen as the most likely candidate to spearhead the brand’s US launch.
The shift toward an SUV reflects a pragmatic business decision. Alpine understands that brand identity must align with market demand. The company doesn’t want to “make the mistake of going to the US with a big car that is outside the DNA of the brand,” but it also recognizes that profitability trumps pure brand loyalty in automotive expansion.
Timeline and Outlook
Alpine hasn’t provided a firm timeline for its US arrival, but the original 2027 target seems increasingly unrealistic. Industry analysts predict a launch closer to the end of the decade, giving the company time to refine its strategy and ensure the right product mix.
Alpine’s potential US entry underscores a broader trend: automakers must adapt to consumer preferences, even if it means compromising on brand purity. The brand’s success hinges on finding a balance between its performance DNA and the demands of the American market.
