What's Happening?
Alpine is showcasing a one-off A390 art car, reimagined by London multidisciplinary artist Trevor Jackson, at the Goodwood Revival. The car's bodywork has been transformed into an "abstract visual exploration of form, function, performance and style."
This A390 is Alpine's first five-seat sport fastback and its second all-electric model in the 'Dream Garage' lineup. While the art car is expected to draw significant attention and be widely photographed, the underlying vehicle is a production A390, with the artistic treatment being a surface-level design rather than a mechanical modification. The commission involved Jackson working with Alpine Design Director Antony Villain to blend the car's personality with the artist's vision.
Why It's Important?
This initiative is significant as it reflects Alpine's strategy to address the challenge of generating emotional appeal for electric performance cars, which often struggle to replicate the 'mechanical theater' of combustion-engine vehicles. By commissioning an art car for a high-profile event like Goodwood Revival, Alpine aims to create a 'moment in history' and generate buzz around its electric vehicle offerings. This marketing approach is part of a broader effort by Alpine, which includes engineering solutions for EV weight penalties, developing a supercar and hypercar strategy, and exploring hydrogen-combustion prototypes. The art car serves as a tool to manufacture a narrative and emotional connection for its electric models, rather than relying solely on traditional motorsport achievements to build heritage.
What's Next?
The A390 art car will be a central attraction at the Goodwood Revival, drawing crowds and media attention. It is expected to remain a brand-image object within Alpine's fleet, rather than being sold or campaigned. Alongside the art car, Alpine's display at Goodwood will also feature the current-generation A110, whose production has recently concluded, and an A110 Berlinette in rally specification, highlighting the brand's rich motorsport heritage. The Alpine Lacoste A290 Rallye, an all-electric customer competition car, will also be presented, showcasing verifiable performance credentials. These other vehicles on display offer a contrast to the art car, providing a more direct appeal to collectors interested in documented competition lineage and finite production runs.
Beyond the Headlines
The unveiling of the A390 art car at Goodwood Revival underscores a broader trend in the automotive industry, particularly among luxury and performance brands, to leverage art and cultural events for marketing electric vehicles. As the industry transitions to electric powertrains, manufacturers are exploring innovative ways to imbue EVs with the same level of desirability and emotional resonance traditionally associated with internal combustion engine cars. This strategy aims to bridge the gap between technological innovation and consumer sentiment, creating a new form of 'collectible' that emphasizes design, artistic collaboration, and brand narrative. However, for serious collectors, the long-term value often remains tied to a car's documented history, competition record, and mechanical uniqueness, rather than purely aesthetic treatments.
