BUENOS AIRES, ARGENTINA – Renault is shifting gears in Argentina after the launch of the Renault Arkana E-Tech hybrid, the French automaker is turbocharging its presence in the region with the debut of the Renault Koleos E-Tech full hybrid, now reimagined in the bold esprit Alpine version.
In that vein, Argentina’s very own racing prodigy, Franco Colapinto is now the official ambassador for Renault esprit Alpine in Latin America. With the BWT Alpine F1 Team calling his name at the Emilia-Romagna Grand Prix, Colapinto’s trajectory is as electric as the hybrids he now represents.
The campaign, brought to life by Publicis, paints a portrait of passion that is local, raw, and relatable. Picture a mother and son en route to a karting track in an Arkana esprit Alpine. A soda factory playfully named “Cola Pinto.” Everyday fans living out their racing dreams through the eyes of their new hometown hero. And finally, Colapinto himself arriving at the racetrack behind the wheel of the sleek new Koleos E-Tech esprit Alpine, set to hit Argentine roads in 2025.
Arnaud Belloni, Chief Marketing Officer, Renault brand said “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.”
On his appointment, Franco Colapinto, BWT Alpine Formula One Team driver said “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.”
