Giving a prestigious image to brands that, otherwise, would only be seen as factories of simple family utility vehicles. The second is that the effort invested in winning the races reverts to improving sales.
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The first is that the technological potential of a small racing team pushes each car to its limits, thus being perfect design agents for improving future series products. And rallies are the best to sell ”.Ī thought where two issues are evident. Something that summed up very well Jean Redele -founder of Alpine- when he sentenced “Racing is the best way to test production cars.
So how is it possible that they all got absorbed between 19? Well, precisely because, although it sounds paradoxical, its activity is a perfect complement to any generalist brand. Parameters opposite to those defined by small sports trainers such as Abarth, Gordini and Alpine. Complex business structures where nothing is left to chance, maximizing investment to achieve the best possible economic result.Īn area where everything emotional or irrational a priori only exists as long as it contributes to large-scale manufacturing and mass sale. However, both FIAT and Renault are brands focused on series production. Or even in the simple joy of doing something daring for the mere joy of doing it. What is the reason why generalist brands like FIAT and Renault acquired small companies like Abarth, Gordini and Alpine? To find an answer to this question, many will think about the excitement of racing.