Lancia shares “Italian style”

Lancia shares “Italian style”


The Lancia car brand will be re-launched in Europe as a regular supplier of “Italian beauty”, with three new models, as well as two electric ones, by 2028, its director Luca Napolitano recently demonstrated. After gradually withdrawing from all its markets, the Italian brand sold only one model, its small Ypsilon, made in Poland, and only in Italy where it is number 3 in sales behind the Fiat Panda and Fiat 500..

In 2021, his mother company Fiat-Chrysler merged with Peugeot-Citroën to form the Stellantis group, and Lancia fans once again feared its demise. But Stellantis boss Carlos Tavares has decided to re-launch the brand within his “premium” department along with Alfa Romeo and DS. He sent his design chief Jean-Pierre Ploué to Turin to oversee the sub-team imagining the next Lancias shapes. These Lancias will share their technical features (computer, engine, chassis) with their sister brands. But while the Alfa Romeo is being re-launched especially in the SUV segment, with a very sporty identity, Lancias will focus on “Italian elegance: prudence, and refined details”, stressed Luca Napolitano. “We will succeed if quality exists, as we do in other areas of quality, such as movies, art, fashion, food education,” noted Mr. Napolitano. Inside, Lancias will have to be “intuitive” and can be personalized depending on the driver’s condition, according to the SALA concept (sound, air, and light increased, but also the “dining room” in Italian).

Starting in Italy, the brand will spread to other European countries, for example where one values ​​”Italian design and lifestyle”, explained Mr. Napolitano who previously led the Fiat brand in Europe. Prices will be adjusted upwards, and Stellantis has not yet determined where the new structures will be built.

The new Ypsilon will hit the market in 2024 in hybrid and electric versions, larger and more “male” than the current city car, a destination car that targeted urban customers. The “Flag”, a luxury sedan, will follow in 2026 in a 100% electronic version. If it was called Aurelia so far, in honor of her elegant grandfather in the 1950s, “the project has taken a different direction”, said the brand director. Another electric car, a compact called the Delta as of the 1980s, is scheduled for 2028. The brand will be 100% electric by 2030, like the entire Stellantis group in Europe.

By 2028, Lancia plans to re-launch its small Delta, which was the queen of the world public championship and its version dubbed Integrale. On the left, the example of the new Integrrale and on the right, the king of the model meetings of the decades 1980-1990. Photo DR

Former queen of a rally

Lancia was founded in Turin in 1906 by entrepreneur and driver Vincenzo Lancia, before becoming the epitome of Italian elegance and then queen of automotive conferences in the 1970s to 1990s including. Adopted in 1969 under the control of Fiat, Lancia saw its sales plummet in the 1990s. Later this year, Lancia will start communicating about its “rebirth” and plans to distribute its marketing network alongside Alfa Romeo.

Will Lancia also return to the car game where its models Stratos, 037 and Delta won ten world championships by developers? “All managing directors have a dream of returning to the sport.

Taimaz SZIRNIKS / AFP

The Lancia car brand will be re-launched in Europe as a regular supplier of “Italian beauty”, with three new models, as well as two electric ones, by 2028, its director Luca Napolitano recently demonstrated. After slowly withdrawing from all its markets, the Italian brand sold only one model, its smaller Ypsilon …





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