Lancia celebrates its 120th anniversary with #LANCIAisYOURS, the co-creation project dedicated to the brand’s community

• On the occasion of the brand’s 120th anniversary celebrations, Lancia presents #LANCIAisYOURS, the social UGC — User Generated Content — project designed to engage customers, enthusiasts, creators, students and new creative communities in telling the brand’s story.
• The initiative invites the community to become an active part of the Lancia narrative, interpreting the present and future of the brand through original content inspired by the New Lancia Ypsilon, the HF world, the New Lancia Gamma and the next chapters in the history of the brand.
• #LANCIAisYOURS will be supported by a dedicated editorial program, featuring 120 pieces of content designed to showcase, over the coming months, the history, present and future of the brand through the voice of the community.
• Within the project, partnerships with academies and creative institutes represent a strategic lever to engage a new generation of creators and strengthen the cultural positioning of the brand.
• The initiative will be rolled out across the five European markets where Lancia operates — Italy, France, Spain, Belgium and the Netherlands.
• To accompany the initiatives dedicated to this important milestone, Lancia also introduces the Lancia 120th Anniversary celebratory logo, an essential and highly distinctive sign that will feature across all anniversary-related communication materials.
   

To mark the brand’s 120th anniversary, Lancia presents #LANCIAisYOURS, the new social UGC — User Generated Content — project designed to celebrate the history of the brand through the voice of its community. Here the LINK.
The initiative was created to transform the anniversary into an open platform for participation, capable of engaging customers, enthusiasts, creators, students and brand lovers in a shared narrative of the Lancia universe. Through original content, the community will be invited to interpret design, Italian elegance, the HF spirit, the New Lancia Gamma and the brand’s role in contemporary culture.

The project will have an international dimension and will involve the five European markets where Lancia is present: Italy, France, Spain, Belgium and the Netherlands. The goal is to enhance the connection between Lancia and the people who share its imagination, transforming the brand’s 120th anniversary into a co-creation project capable of speaking to different communities, united by the same values of style, innovation and passion.
The project was developed in partnership with Filmedia Digital, an agency specialized in Creator Marketing and Community Engagement, with the aim of transforming the brand’s anniversary into an open and participatory co-creation platform.

With #LANCIAisYOURS, Lancia confirms its role as a brand deeply rooted in contemporary culture, capable of engaging with a strong, passionate and increasingly involved community. The social presence of the brand, spanning major digital platforms — from Instagram to TikTok, from Facebook to LinkedIn, X and YouTube — represents today a direct space of interaction with customers, enthusiasts and new generations, as well as a privileged observatory on the evolution of the brand’s language. In this context, the UGC project reinforces an ongoing journey: transforming Lancia’s social channels into spaces for storytelling, participation and visual culture.

The project will be supported by a dedicated editorial program, built around 120 pieces of content that will be published over the coming months on the brand’s digital channels. A journey designed to ensure continuity in the anniversary narrative, highlight the most meaningful contributions from the community and offer a regular appointment with the Lancia universe: from the brand’s history to its iconic models, from the New Lancia Ypsilon to the HF world, all the way to the New Lancia Gamma and the next chapters of the new phase of the brand.
“Celebrating 120 years of history means looking back at our past with pride, but above all continuing to build the future of Lancia together with the people who love our brand. With #LANCIAisYOURS, we want to open up the brand’s story to our community, inviting customers, enthusiasts and new creative talents to interpret Lancia through their own perspective. It is a project that speaks of participation, creativity and contemporaneity, starting from the New Lancia Ypsilon, the HF world and the New Lancia Gamma to accompany the next chapters of our story,” said Roberta Zerbi, CEO of the Lancia brand.

The creative challenges of #LANCIAisYOURS
The #LANCIAisYOURS project will be developed through a dedicated UGC platform and a series of creative challenges, designed to stimulate community participation and the production of social-first content.
The challenges will be built around four creative territories, each linked to a pillar of Lancia’s identity.

Design Culture will invite the community to explore the aesthetic identity of the brand and its dialogue with creativity, art, architecture and visual culture. Content may highlight design details, stylistic codes and new interpretations of the Lancia universe, from the New Lancia Ypsilon to the New Lancia Gamma.

Grace & Grit will tell the story of the balance between elegance and dynamic character, interpreting the way Lancia combines refinement, energy and competitive spirit. A territory designed to enhance movement, performance and the boldest soul of the brand.

Urban Elegance will focus on the relationship between the car, the city and contemporary mobility, portraying Lancia in the urban space through style, comfort, presence and lifestyle.

Lancia & Everyday Life will explore the emotional connection between people and the brand in everyday moments, showing how Lancia can naturally become part of habits, journeys and personal experiences.
The project will begin with a focus on the New Lancia Ypsilon and the HF world, then progressively accompany the next key moments of the new phase of the brand, including the New Lancia Gamma.

Alongside the UGC platform and the social call to action, the project will also involve academies and creative institutes. This aspect will represent a strategic lever to expand the creator base and strengthen the dialogue between Lancia, education, design and visual culture. Students will be invited to engage with real creative briefs and develop social-first content capable of interpreting the brand through new, personal and digital languages.
The digital amplification phase will support the project throughout its development, giving visibility to the most significant content produced by the community and encouraging participation on the brand’s social channels.

With #LANCIAisYOURS, Lancia transforms its anniversary into an open and participatory project, capable of bringing together history, design and new digital languages through its community’s voice. The brand’s 120th anniversary thus becomes not only a moment of celebration, but the beginning of a new collective narrative: a way of looking ahead to the next 120 years of Lancia through creativity, innovation and participation.
 

A logo to celebrate 120 years of Lancia history
Lancia’s 120th anniversary represents an important milestone in the history of one of the most iconic brands in Italian automotive. Since 1906, Lancia has interpreted the car as an expression of elegance, innovation, design and technical culture, creating models capable of spanning different eras and entering the enthusiasts’ collective imagination.
To celebrate this anniversary, Lancia has created a dedicated logo, essential and strongly distinctive. The composition, built on a black background with a white sign, enhances the contrast between light and depth, with a sober, elegant and contemporary visual language. The Lancia logotype, positioned at the top, introduces the brand story with balance and recognition; at the center, the number 120th becomes the protagonist, transforming into a bold, clean and almost architectural graphic sign. The word Anniversary, placed at the base and unchanged in its versions outside Italy, completes the composition with restraint, reinforcing the institutional character of the celebration.

120th and Anniversary are rendered using the same font and always appear combined, emphasizing the strong connection between the two elements. The deliberately incomplete form of the number 120 symbolically opens up to the future scenarios that Lancia is ready to face along its path, while at the same time recalling the UGC activity the brand intends to undertake — a tribute to Lancia’s dual soul, which in this case combines past and future.
The result is a visual identity that interprets Lancia’s history without indulging in nostalgia: a celebratory, refined and immediately recognizable sign, designed to accompany the initiatives dedicated to the brand’s 120th anniversary across the various European markets.
This logo will feature across all communication materials produced by the brand, leaving a distinctive mark on this important occasion: an anniversary designed to celebrate both Lancia enthusiasts and those approaching the brand today in this new era.

Simona Magnarelli: +39 366 6729414 – simona.magnarelli@stellantis.com 

Lancia
With 119 years of history, Lancia represents timeless Italian Elegance, a brand that made people around the globe dream, thanks to its iconic vehicles: the elegant Flaminia and Aurelia B24 Spider, the high-performance Delta, Stratos and 037, the eclectic Fulvia, the Beta HPE and many others.

Lancia embarked on its Renaissance with the launch of the New Lancia Ypsilon and with a 10-year strategic plan that is moving ahead in leaps and bounds.
Innovation and timeless design have always been the founding principles for the brand. And now sustainability, customer centricity and social responsibility have also become essential, because Lancia is determined to look to the future with great commitment and ambition.

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Turin, June ^17th, 2026