When Luca de Meo accepted the offer to lead the Renault Group in 2020, he was very clear about the move to Alpine, the brand's high-performance subsidiary, with an almost legendary service history with the original A110. Luca de Meo opted to repeat the same move he had made with Abarth when he worked at the Fiat Group and with Cupra when he was the head of Seat: making the high-performance subsidiary independent, differentiating its product, and giving it superior added value that justifies the final price increase and the increased commercial margin for each unit sold.