When you thought that Lancia was sentenced to death, the creation of the Stellantis Group at the beginning of 2021 and the decision of its leadership to give all its brands time to develop a strategic plan, allowed the hundred-year-old Italian firm to close 2022, its year one, with a good feeling in the mouth.
Let’s say that Lancia is still a brand of a model and a country. And it is that for a long time only the Ypsilon It remains in the brand’s catalog and is only marketed in Italy. But boy, how profitable is it still. The Ypsilon already has 4 generations behind it, 35 years of production, and more than 3 million units have been sold.
And today it has just closed the year as the leader of the B segment in Italy, with more than 41 thousand units sold, with a record participation rate (3.1%), the highest in its history, and being the second most successful model in its country of origin.
That is soon to change, after learning about the brand’s new 10-year strategic plan at the beginning of 2022.
This plan includes the launch of three new models, one every two years, to cover 50% of the market. The first will arrive in 2024 and it will be the New Ypsilon, which by the way will be 100% electric. Two years later, the brand’s new flagship will be unveiled, a D-segment sedan, and finally, 2028 will be the year of the new Delta. In that year, Lancia will become a 100% electric brand.
As part of this planLancia announced its return to Europe from 2023. It will be positioned in the premium market, with a more luxurious than sporty focus (to give space to Alfa Romeo), and it will be marketed in Spain, France, Germany, Belgium, Luxembourg and the Netherlands, as well as Italy.
Lancia indicates that it will be present in 60 large cities with a network of 100 distributors, and with 50% of its sales online.
Finally, 2022 allowed the brand to launch its new logo and anticipate its new design language through the sculpture Pu+Ra Zero (PU for Pure and RA for Radical)., which is the first artistic manifesto for the new Lancia. In April, during Milan Design Week, the new Concept based on this design manifesto will be unveiled, from which the future Ypsilon will emerge.
For now, the brand has just launched its new corporate identity, starting with a pilot showroom in Milan. This new identity will be implemented throughout the Italian and foreign network before June 30, 2024, the scheduled launch date of the New Ypsilon.
