Following the launch of Renault arkana E-Tech hybrid in Argentina, Renault is continuing to develop the esprit Alpine version with the new Renault Koleos E-Tech full hybrid, offering an exclusive sporty design combined with high-performance engines.
The result of the collaboration between the Renault and Alpine design teams, the esprit Alpine version boasts a unique and bold design.
Inspired by sport and high performance, the esprit Alpine version of Renault Arkana E-Tech hybrid features exclusive exterior elements, such as the esprit Alpine badge, as well as a decidedly sporty interior design, with bucket seats in Alcantara® upholstery, tricolour (blue, white, red) stitching and an embroidered French flag, paying homage to its French DNA.
The advert illustrates the fervour generated by the young Argentinian driver, who will be contesting his very first race weekend as a regular with the BWT Alpine F1 Team at the Emilia-Romagna Grand Prix. The film features a number of everyday scenes involving different groups of fans: a mother taking her son to his kart race in a Renault Arkana E-Tech hybrid esprit Alpine, or a factory producing soft drinks called ‘Cola Pinto’. Finally, Franco Colapinto arrives on a racetrack at the wheel of the new Renault Koleos E-Tech full hybrid, a version of the esprit Alpine, expected in Argentina in 2025.
Through an emotional saga that is close to the people and deeply rooted in a local vision, Renault is strengthening its historic link with motor sport to accompany the launch of esprit Alpine versions in Latin America, thereby consolidating its sporting identity and its commitment to the region.
Arnaud Belloni, Chief Marketing Officer, Renault brand
‘We chose Franco as the esprit Alpine ambassador because of his charisma, his impressive performance on the track and his daring. These qualities perfectly embody the values we want to convey with the esprit Alpine version. This collaboration also represents a unique opportunity to strengthen the presence of the Renault brand in Latin America, underlining our link with motor sport and our French DNA. Franco embodies the passion and excellence that is Renault’s strength‘.
Franco Colapinto, BWT Alpine Formula One Team driver
‘It’s an honour to be an ambassador for Renault esprit Alpine, and I can’t wait to experience the campaign live in Argentina. The powerful alliance between Alpine and Renault is incredible, and I too have caught the ‘fever’. Seeing this personal support in the campaign shows how grateful I am to the fans in my country, who are as enthusiastic about my debut with BWT Alpine as I am. I hope to make them proud.’
Cristian Aguirre, Marketing Communications Manager for Latin America
‘As soon as we knew that Franco would be joining the team, we worked hand in hand with Publicis, our creative agency, to develop this campaign. The aim is to raise awareness of Renault vehicles in the esprit Alpine version, not just in Argentina, but throughout Latin America. This campaign is essential to strengthen Renault’s presence in the region‘.
Lucía Ploper, Advertising and Digital Marketing Manager, Renault Argentina
‘With this campaign, we celebrate not only the strength of our brand, but also its deep connection to our traditions. Franco’s passion for motorsport and admiration in Argentina is evident in every detail, reinforcing Renault’s impact in the country and resonating with the fervour of our fans.’
The campaign has been launched on social networks, and broadcast on television and in cinemas in Argentina for a month from 8 May.
