How Stellantis wants to revive Lancia

The Lancia brand, still marketed in Italy, had taken a break in other markets around the world. The Stellantis group’s brand has just formalized its big comeback, especially in France.

It was a return expected, and even hoped for by a large number of admirers of this big name in the car. Lancia will once again market vehicles … outside of Italy.

Has been taking a break since 2017

Since 2017, the transalpine brand, which is still the most successful in assembling 10 producer trophies to its name in the WRC, has actually refocused on its home country since 2017. A single model, the Ypsilon, has been marketed in recent years.

But even in this rather special context, the brand sold more than one particular Alfa Romeo. The Stellantis group’s second Italian and premium brand, certainly (even more) on the edge of the abyss, but which nonetheless continued to sell in many markets around the world.

Electrified Renaissance in Europe

For its big comeback, Lancia will focus on Europe and especially five countries: France, Spain, Belgium, the Netherlands and Germany, with a new one every two years.

First stage, planned for 2024, with the new Ypsilon, “which will be about 4 meters long”, ie. a dimension close to the first two generations “and with” a 100% electrified driveline “, hybrid or 100% electric in advance.

In 2026, Lancia will launch “a new flagship, 4.60 meters long” and then, in 2028, the new Delta, 4.40 meters long, “a sculpted and muscular car with geometric lines that will appeal to car enthusiasts across Europe “.

Lancia wants to release three new models by 2028, including the new Ypsilon and Delta.
Lancia wants to release three new models by 2028, including the new Ypsilon and Delta. © Stellantis

Two models, the new flagship and the new Delta, which are only sold 100% electrically. Stellantis has actually specified the program for the electrification of the Italian brand: From 2026, all new models will only be launched in 100% electric, then in 2028 Lancia will only market zero emissions. Clearly, if a Ypsilon is still sold in a hybrid version in 2027, that may no longer be the case the year after.

Among Stellantis’ other premium brands, the new models will all be 100% electric from 2024 for DS, from 2027 for Alfa Romeo, the group announced in the summer of 2021. All Stellantis group brands present in Europe must pass 100% electric in 2030.

Premium positioning and online sales

At Lancia, “these three new models will cover 50% of the market and will have the mission of helping to improve the performance of Stellantis in its premium and luxury segment”, a press release specifies.

The group formed by the three premium brands with Maserati, for the luxury part, was to represent 11% of the revenue from the sale of new cars in 2030, against 4% at the moment.

Lancia will especially focus on its interior, with “a typical Italian style”, with references to old emblematic models such as Gamma, Thema and Flavia. Between comfort and technology, the passenger cabins on the new models will have a new minimalist and intelligent virtual interface “dubbed SALA (” living room “in Italian, but also the English acronym for” Sound Air Light Augmented “), which promises an experience” simple and intuitive built-in system. Promise to keep: control of the sound system, air conditioning and lighting, “via a single command”.

On the distribution side, Lancia wants to regain a presence in 60 major cities in the five selected countries in Europe, via a network of 100 distributors, without specifying whether its concessions will be shared with other brands in the group. But above all, the brand wants to turn to e-commerce in cars with the goal of achieving 50% of its sales on the Internet.

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