Boubaaya brings luxury expertise and global insight to Alpine’s ambitious electric and international expansion strategy.
The Renault Group has announced that Amel Boubaaya, currently Head of Communications EMEA at Bentley Motors, will be taking the helm of communications at Alpine, effective 1 July 2025. Boubaaya’s appointment marks a pivotal moment for the brand as it enters a new era of electric mobility and global expansion.
She will succeed David Gendry, who departed in 2024, and report directly to Christian Stein, Chief Communications Officer of Renault Group, while also working functionally with Philippe Krief, CEO of Alpine and Chief Technology Officer of the Group. Boubaaya will also join the Alpine Management Committee, underscoring her integral role in shaping the brand’s next chapter.
A Seasoned Communicator Returns to Her Roots
Boubaaya is no stranger to Renault. She began her career in 2007 with Renault Sport Technologies in Les Ulis, France, after completing her Master’s degree at CELSA, La Sorbonne University. Her impressive career has seen her take on pivotal roles across the global automotive landscape. From launching the Infiniti brand in Europe, to holding senior communications positions at McLaren Automotive over a decade, her journey reflects a deep understanding of both high-performance engineering and the nuanced messaging required in the luxury segment.
Most recently, she led communications for Bentley across the EMEA region, managing the brand’s narrative across diverse markets, and bringing with her a refined approach to premium storytelling.
Leading Communication Through Alpine’s Electric Renaissance
Boubaaya’s appointment comes at a decisive time for Alpine, which is preparing for a bold electric future. By 2030, the French marque will offer a seven-model, 100% electric range. This transformation began with the A290, and on 27 May 2025, Alpine unveiled its second electric model, the A390, in Dieppe—where it will be built. The sleek five-seat sport fastback signals Alpine’s commitment to blending performance with electric innovation.
The brand’s ambitions extend beyond product. Alpine is continuing its international expansion, with new markets including Ireland, Norway, Finland, and Denmark—an effort that will require sophisticated, culturally attuned communications strategy.
In this context, Boubaaya’s appointment is both strategic and symbolic. Her global perspective and luxury expertise align seamlessly with Alpine’s next phase.
Leadership in Transition
Renault Group’s Christian Stein expressed his appreciation for Orianne Tamburini, who stepped in during the transition period and provided strong interim support to the communications team.
“First of all, I would like to take the opportunity to thank warmly Orianne Tamburini, who has been stepping into the role throughout the transition and supported strongly the team and the brand, as well as responding to requests from all the media. I now look forward to working closely with Amel. Her extensive experience in the sophisticated automotive world and communications will be an essential asset for Alpine, which in its 70th year is at a key point in its growth, given its strong ambitions,” said Stein.
A Defining Era for Alpine
Celebrating its 70th anniversary, Alpine stands on the cusp of a profound transformation. From a revered motorsport legacy to a dynamic, future-facing electric portfolio, the brand’s trajectory requires not just technical excellence—but also compelling storytelling.
With Amel Boubaaya at the communications helm, Alpine appears well-poised to meet the moment. Her role will be pivotal in shaping how the world sees, hears, and feels about the new Alpine.
