Why there’s more to Alpine’s latest F1 rebrand than marketing speak
While the Renault Group's new boss talks of 'Renaulution', MARK GALLAGHER explains that there's more to the rebranding of Renault’s F1 team than corporate marketing spin
Renault Group’s F1 team heads into a season hoping that it will mark the dawn of a new era, one in which the sun lies just over the horizon. Not for the first time the company has spoken of a ‘transitional year’ – the catch-all excuse for a team which knows that genuine success remains beyond its grasp.
The last six months have been turbulent, but from this Renault has emerged with a plan; one based on new faces, a new structure and a full rebranding as Alpine F1.
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