I get the name change, how many buy a Megane because Renault are a mid-field F1 competitor? The Clio has it's own race series and, perhaps appeals to a younger generation who like to wear their caps backwards
The new A10 is a Boxster/4c competitor and it's performance seems to justify the price so Alpine is a good fit there. Perhaps they can rebrand the engines as Gordini while they're at it?