Lancia Pu+Ra HPE inaugurates new Italian dealers

• The Italian tour of Lancia Pu+Ra HPE ended successfully in Milan, after having passed through six regions from north to south, with a total of 13 stops in 11 cities.
• Over 4,000 guests involved had the opportunity to admire the fully electric concept that embodies the vision of the brand in terms of design, sustainability and effortless technology.
• 13 out of the 60 new Italian showrooms have already implemented the new Lancia Corporate Identity, serving as the frame for the Lancia Pu+Ra HPE Italian tour. The spaces within the showrooms reflect the four pillars of Lancia 10-year strategic plan: quality, electrification, sustainability and an innovative sales model that ensures a premium customer experience.
• 60 new Lancia showrooms are already ready with the new Corporate Identity in Italy and 100 dealers will be fully revamped by the end of the year, 160 by April 2024, ready for the launch of the New Ypsilon.

The Italian tour of Lancia Pu+Ra HPE, the brand manifesto for the next 10 years, ended in the past few days at the Denicar dealership in Milan. Started on September 12^th in Arona (Novara), the roadshow crossed 6 regions from north to south, with a total of 13 stops in 11 cities. Over 4,000 guests were involved, including long-standing Lancia customers, public and private authorities, managers of local companies, and fans of the Italian brand.

Luca Napolitano, Lancia brand CEO, stated: “Italy is our natural playground, and our brand Renaissance starts from here. Lancia Pu+Ra HPE inaugurated the best Italian showrooms that are ready with the brand new Corporate Identity, dedicated Lancia spaces that fully represent the brand's values. We’re ready, and all our sales experts and dealers are working with us to make of Lancia a desirable, respected and credible brand in the European premium market. “

“I am proud of the work we have done together, and of the progress our Renaissance Plan is making. I would therefore like to thank the entire Lancia team and our dealers across the country, not only for the success of the Lancia Pu+Ra HPE’s tour in Italy, but also for their daily commitment in designing the future of Lancia.” stated Raffaele Russo, Managing Director of Lancia Italia.

Enthusiasm and exclusivity were the hallmarks of each event, where a select audience admired the Lancia Pu+Ra HPE, the fascinating 100% electric concept car that represents the brand’s vision in terms of design, interior home feeling, sustainability, electrification and effortless technology. Furthermore, the 13 Lancia showrooms taking part in the initiative have also already adopted the new Corporate Identity, making them truly elegant living rooms designed for the well-being of their inhabitants, in perfect Italian style. By the end of 2023, 100 Italian dealers will have been fully revamped; in the first quarter of 2024, the implementation of the new Corporate Identity will begin in other countries, to be completed by mid-2024 to coincide with the launch of the new Ypsilon.

The Lancia Pu+Ra HPE’s compelling tour of Italy has therefore consolidated the unbreakable bond between Lancia and Italy, where the company was founded back in 1906.  Over time, many of the brand's iconic models have seduced movie stars, devotees of Italian fashion and elegance, and motorsport enthusiasts. To this day, Lancia remains the brand that has won more World Rally Championship titles than any other, having taken 11 victories, including six in a row. The Lancia Stratos, 037 and Delta dominated the world of rallying for over 20 years, and the brand's incredible achievements were contributed to by numerous Italian drivers, including Massimo "Miki" Biasion. Incidentally, a few days ago the driver from Veneto picked up from the Heritage Hub the Certification of Authenticity for his 1986 Lancia Delta 4WD, a car that made history in in motorsport.

Lancia Pu+Ra HPE
Lancia Pu+Ra HPE is the brand's manifesto for the next 10 years, a 100% electric concept car that embodies the brand's vision in terms of design, interior home feeling, sustainability, electrification, and effortless technology. It is a highly drivable car with an unconventional sleek body for maximum efficiency, with a vision in terms of range, charging time, and efficiency. It is the first car of the new Lancia era: a low roof, 4 doors, inspiration from the world of Italian interior design as a result of the collaboration with Cassina – a leader in the upscale furniture industry, for an experience of a typically Italian “home feeling”. The name “Lancia Pu+Ra HPE” is based on “Pu+Ra”, the brand's new pure and radical design language, whereas “HPE” stands for “High-Performance Electric”. This concept car fully embodies the principles of the new Lancia design, where the volumes of the car are created from the intersection of elementary geometric shapes, such as the circle and triangle, combined with certain iconic details from the brand's heritage, such as the Venetian blinds seen in the Lancia Beta HPE. Lancia Pu+Ra HPE features 70% tactile surfaces, made with eco-friendly materials that epitomize the Italian spirit, redesigned tradition and the “home feeling”. Lancia Pu+Ra HPE is the first car equipped with S.A.L.A. infotainment, which centralizes the audio, climate control and lighting functions, enabling the environment inside the car to be adapted at the touch of a button or by the sound of your voice.

New Lancia showrooms
Lancia’s new showrooms host an exclusive, premium brand experience for customers, who embark on their journey of discovery in Lancia’s world there. Credit must go to Lancia’s new Corporate Identity, which reflects the four pillars underpinning the brand’s 10-year strategic plan: quality, electrification, sustainability and an innovative sales model, aiming to provide the customer with a premium shopping experience.
The engaging customer experience begins outside the new stores, genuine boutiques featuring a clear and harmonious architectural language and the presence of an elegant Italian marble signpost. All this is in the name of Italian elegance, which is also recalled inside the dealership: customers are welcomed in a reception area dedicated to Lancia, known as S.A.L.A., where they can find one of the brand’s experts at their service.
All the furnishings are the result of a meticulous process of selection, serving as proof of Lancia’s attention to detail and offering an authentic “home feeling”, typical of an Italian home. The use of prestigious materials and the alternation of light and shade are enhanced by the presence of Cassina furnishings. The collaboration between two outstanding exponents of Made in Italy is based on shared values, such as Italian spirit, innovation, tradition and respect for the environment.

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Silvia Cassani, Lancia Communications
silvia.cassani@stellantis.com

Lancia
With almost 117 years of history, Lancia represents timeless Italian Elegance, a brand that has 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 is now ready to start its Renaissance with a 10-year strategic plan that is now 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.

Turin, November 2^nd, 2023