Skip advert
Advertisement

'We all love sports cars, but not enough of us buy them'

Renault could kill off the lovely Alpine A110 and that seems crazy, until you look at the reality of building and selling sports cars today.

Rumours persist that the Alpine A110, Renault’s recently reborn performance car, has its head on the metaphorical chopping block. We’re told that Renault is embarking on a £1.8billion cost-cutting programme and that very little is off the table. Factory closures, job losses and a withdrawal from Formula One have all been mentioned in the accompanying gossip and so has the culling of Alpine’s critically acclaimed coupe.

Advertisement - Article continues below

Naturally, this news isn’t being received well in car enthusiast quarters. We love the idea of exciting cars and car brands; social media echo chambers overflow with the opinions, images and culture that surround them. But there’s a danger of car fandom forming a disconnect with the real world. This is a world where global car manufacturers such as Renault operate, where every car has to find a market, then turn a profit.

Cars like the Alpine A110 are loved by enthusiasts. A historic brand brought back with a stunning, driver-focused, relatively affordable coupe; what’s not to like? But how many of the people proclaiming its brilliance bought one? The Audi TT was Europe’s best-selling small coupe in 2019 with over 8,500 sales, the Alpine A110 was second with just over half that. In March 2020 alone, Renault sold more than 14,000 Clios and 4,500 Zoes, despite the burgeoning pandemic. 

Skip advert
Advertisement
Skip advert
Advertisement - Article continues below

As with so much in life, when it comes to actually buying beautiful compact two-seater sports cars, practical considerations have a nasty habit of strangling our dreams. We end up with a car that can take a week’s supermarket shopping in the boot and doesn’t give you a hernia when you’re trying to fit a child car seat, instead of the one that will dilate our pupils and jolt our frail tickers up to 150 beats per minute on every traffic-free B-road.  

Advertisement - Article continues below

It all explains another trend that car enthusiasts love to hate, the seemingly unstoppable rise of the SUV. Indeed, we’ve already reported that Alpine does have its own designs on the SUV market where margins are wider and potential sales volumes dwarf those of small bespoke coupes. With new Renault boss Luca de Meo arriving imminently from SEAT, where he championed the Cupra performance sub-brand, Alpine may yet have a bright future. But will it involve cars like the A110?

With the sports car market as a whole accounting for less than 1% of European car sales, it’s no great surprise that these kinds of projects are in the firing line when savings need to be made. Cars like this do have a value beyond the bottom line precisely because they attract such interest and devotion from fans, casting reflected glory on more mundane offerings in the range. But in times like the ones the car industry is going through as a result of the coronavirus, there’s little room for sentiment in the boardroom. 

It’s sad that the kind of cars we love to talk and dream about might be in shorter supply in the months and years ahead. We hope manufacturers keep making them, but we should also understand if they decide they can’t. 

What do you think the future holds for the global sports car market? Have your say in the comments...

Skip advert
Advertisement
Head of digital content

Steve looks after the Auto Express website; planning new content, growing online traffic and managing the web team. He’s been a motoring journalist, road tester and editor for over 20 years, contributing to titles including MSN Cars, Auto Trader, The Scotsman and The Wall Street Journal.

Find a car with the experts

Skip advert
Advertisement

Recommended

Ford Mustang vs Alpine A110: two very different sporting greats go head-to-head
Alpine A110 and Ford Mustang - front tracking

Ford Mustang vs Alpine A110: two very different sporting greats go head-to-head

Ford’s Mustang and Alpine’s A110 offer different approaches to the classic two-door coupé recipe. Will all-American brutishness win over French finess…
Car group tests
8 Mar 2025
Best rear-wheel drive cars 2025
Best rear-wheel drive cars

Best rear-wheel drive cars 2025

Rear-wheel drive is often praised as the drivetrain that delivers the most fun. Here we showcase the 10 best cars that do exactly that
Best cars & vans
6 Mar 2025
Alpine A110 review
Alpine A110 S - main image

Alpine A110 review

Two-seater Alpine A110 offers a real sense of occasion as well as great dynamics
In-depth reviews
4 Mar 2025
Three-car garage: Used VW Touareg, Mazda MX-30 and Alpine A110 for less than one new Porsche Cayenne
3-car garage for £75,000

Three-car garage: Used VW Touareg, Mazda MX-30 and Alpine A110 for less than one new Porsche Cayenne

There's £75,000 to spend and a three-car garage to fill. We dip into the Auto Express used car classifieds to see what we can assemble...
Features
3 Mar 2025

Most Popular

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k
Kia PV5 Passenger - show front

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k

New entry into the electric people carrier market undercuts the VW ID. Buzz by a significant margin
News
29 Apr 2025
Car Deal of the Day: BMW’s ultimate luxury SUV at an unusually low price
BMW X7 - front

Car Deal of the Day: BMW’s ultimate luxury SUV at an unusually low price

German firm’s flagship SUV could never be called cheap but it is exceptional value at £735 a month – making it our Deal of the Day for Sunday 27 April
News
27 Apr 2025
New 2025 Kia PV5 van starts from a tempting £22,645
Kia PV5 Cargo on display at Commercial Vehicle Show - front 3/4

New 2025 Kia PV5 van starts from a tempting £22,645

All-new entry into the van market promises competitive pricing and comes with a range of up to 247 miles
News
30 Apr 2025