The Lancia brand has been reborn. Founded in 1906 by Vicenzo Lancia, and after disappearing from the European market for several years, except in Italy, where it maintains excellent sales figures with a single model, the Ypsilon, it has emblematic models such as the 1979 Delta and the Stratos HF in the memory. , vehicles highly coveted by collectors and classic rally drivers alike.
The company has one of the richest and most important histories of the car, a history that has allowed to position itself, thanks to its refinement and technical progress, among the aristocracy of the brands, with nothing to envy Ferrari, Rolls or Mercedes, both in street and luxury models competition. Names like Alpha, Theta, Lambda, Astura or those of Stratos and Delta are pronounced with reverence. But, and on the other hand, it has also been seen to disappear from the market without even making a sound.
The Spanish Lancias that were born in the Landaben factory
The story can turn. Luca Napolitano, CEO of Lancia, is now integrated into the Stellantis group and aims to make Lancia “a credible and respected premium brand in Europe”. Time will not be an obstacle, as the manager recognizes that “we have to do things right. Nor do we aim to be a brand in which sales volume predominates. That is why we start with three products, a simple range but in which elegance, quality and Italian know-how are the most important«.
As the Ypsilon is currently successfully marketed in Italy, as a sales leader in its segment, this will be the first car of the new Lancia. It will arrive in 2024 and will be approximately 4 meters long, will belong to the B segment of sedans and will be launched with a 100% electrified engine. First it will resort to a 48 Volt Mild Hybrid motorization, to later offer 100 electric versions.
In 2026, the new flagship, 4.6 meters long, will allow the brand to enter the largest segment in Europe. 2028 will be the year of the new “Delta”, a 4.4 meter long, sculpted and muscular car with geometric lines, which will attract the attention of car enthusiasts all over Europe. “It’s about facing the electrification process in a pragmatic way,” explains Luca Napolitano to this newspaper. As for the style, Napolitano assured that the exterior and interior design will be 100% Italian, elegant and different from Alfa Romeo and DS. From 2026 only 100% electric vehicles will be launched, while from 2028 only 100% electric vehicles will be sold
The return also has different phases. Initially, it will target the Italian market, before reaching Germany, France, Spain, the Netherlands and Belgium, countries where “the brand is loved and the fame of Italian design and luxury has permeated over the years,” explains Neapolitan out. In addition, special attention will be paid to the brand’s sales network. There will be no more than 100 points of sale in the main European capitals, although half of their sales will be through the online channel. In Spain there will be about 10 or 12 outlets in which “we will also prioritize quality and customer service.”
Source: La Verdad
I am Ida Scott, a journalist and content author with a passion for uncovering the truth. I have been writing professionally for Today Times Live since 2020 and specialize in political news. My career began when I was just 17; I had already developed a knack for research and an eye for detail which made me stand out from my peers.
