S'pose it's the same idea as Rover sticking the MG badge on a bland family car (though got to say my old MG Maestro I had 20 years ago wiped the floor with the XR3i boys
) to try and make it look at bit more exciting. Marketing ploy really.
(Not calling the Megane bland - we have one and a nice car it is too. But even a fast version doesn't deserve the Alpine name).
Alpine should remain a historic and classic name. Either needs to be on a quality sports car - or not on any new car at all.