Let’s not be driven by technology. Let’s drive it

To celebrate the arrival of the A390, the brand's first 100% electric sports fastback, ALPINE and MAISON BETC PARIS defend a strong conviction: technology should liberate humans, never replace them.

A dystopian film
Conceived by MAISON BETC, the film is set in a techno-futuristic and authoritarian universe, where robotization and automation have absorbed all forms of individual freedom: autonomous mobility, standardized traffic, and the total disappearance of humans behind the wheel.

In this ultra-regulated world, an anomaly arises: a woman decides to take the wheel of the new Alpine A390. A subversive act that goes against the established order in this dystopian world.

This moment triggers an almost sensory experience, in total contrast to the mechanical and uniform environment that surrounds her. Getting back behind the wheel allows her to rediscover the emotion, agility, and lightness that have defined Alpine for more than 70 years.

"In a world where everything is automated, getting back behind the wheel becomes an act of freedom. We wanted to show the emotional power of a simple gesture: driving. The Alpine A390 embodies this rediscovery of pleasure in the face of an overly controlled future," says Nicolas Lautier, Executive Creative Director at MAISON BETC PARIS.

This vision resonates fully with the brand's philosophy.

A new chapter for Alpine
The launch of the Alpine A390 marks a decisive step for the brand. By venturing into uncharted territory, it proves that it is possible to explore new segments while remaining true to its founding principles: placing driving pleasure at the heart of the electric era.

In a market where automation tends to erase the human touch, Alpine has adopted a unique position: to remain the brand for drivers by using technology to enhance the driving experience rather than replace it.

“The Alpine A390 opens a new chapter for Alpine, and this film expresses our conviction: technology is only worthwhile when it makes us feel alive,” says Patrick Fourniol, Marketing Director at Alpine.

A cinematic ambition without artificial intelligence
Directed by Nicolai Fuglsig (Wanda), the film adopts a cinematic visual treatment combining live action and computer-generated imagery. Developed without the use of artificial intelligence for perfect control and unparalleled quality, the production relied on VFX studio The Mill to benefit from French expertise that is envied around the world.

The visual impact is amplified by the solemnity of Fauré's "Requiem", which gives the story an almost sacred dimension.

The film will be broadcast worldwide in 2026 and in France from December 24th in 30-, 45-second, and 1-minute formats.