Lancia Renaissance plan proceeds rapidly in Europe

• Concurrently with the launch of the new Ypsilon, more than 70 dealers will be in place outside of Italy in 70 major European cities, across France, Germany, Spain, Portugal, Belgium, and the Netherlands, the 6 countries where Lancia will return.
• 100% of the letters of intent have already been signed in the six European countries mentioned.
• Lancia Pu+Ra HPE has been the guest of honor for the "opening event" of the foreign markets, with the participation of authorities, journalists, and investors.
• The Renaissance of Lancia is based on many pillars: the launch of 3 new products, one every two years, starting from 2024, an ambitious electrification strategy, a new salesmen network, a new Corporate Identity and a new distribution model.
   

“Lancia Renaissance is progressing rapidly and showing increasingly concrete signs, even outside of Italy. In each of the 6 European markets where Lancia is returning, various actions have been put in place. We have created dedicated teams who are working on making Lancia a desirable, respected and credible brand in the European premium market. 100% of the letters of intent have already been signed, to result in more than 70 dealers in 70 major cities, ready for the arrival of the new Ypsilon. Everything is ready for the launch!” said Luca Napolitano, Lancia Brand CEO.
 

The Lancia roadmap
The European tour of Lancia Pu+Ra HPE Concept is another step in the brand's Renaissance journey towards internationalization and is part of a solid and ambitious roadmap that is progressing rapidly, in line with Stellantis' strategic plan 'Dare Forward.'
By the first half of 2024, the brand will be present in Europe with a network of more than 70 new dealerships in as many major European cities where future Lancia customers reside.
Three criteria guided the selection of countries. The first is the love and passion for 'Made in Italy' products, with Spain, Portugal, Belgium, and France at the top of the list.
The second criteria is the relevance of online sales, with the Netherlands and Germany leading the way. The third criteria is the size of the premium B-segment, where Germany, Spain, France, the Netherlands, and Belgium occupy the top five positions.
Six countries that represent the first step in the brand’s internationalization process, coming to more than 70 major cities in Europe with a network of 70 dealerships.
The strategy includes a new, efficient and innovative distribution model and a select number of dealerships with one motto: uncompromising quality.
As part of its 10-year strategic plan, Lancia is anticipating the launch of three new models, one every two years, starting in 2024 with the introduction of the New Ypsilon. From 2026, Lancia will only be launching 100% electric models and, from 2028, it will only sell 100% electric cars. The strategic plan will pay great attention to sustainability, as demonstrated by the use of innovative materials: 50% of the touchable surfaces will be eco-sustainable.
 

The new Lancia Corporate Identity
The new Corporate Identity reflects the four pillars underpinning Lancia’s strategic plan for the next ten years: quality, electrification, sustainability and an innovative sales model.
A new Brand Experience for customers that will be increasingly inclusive and premium once they enter the dealership, helping them to embark on their journey of discovery in Lancia’s world. The new showrooms will offer customers with a totally immersive experience, both online and offline, almost recreating the feeling of being at home, using materials, colors and attention to detail inspired by Italian architecture and design.
The customer experience begins outside the new stores, genuine boutiques featuring a clear and harmonious architectural language and the presence of an elegant Italian marble totem. 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 SALA, where they can find one of the brand’s experts at their service.
Lancia’s new showrooms thus come across as genuine living rooms, as elegant and welcoming lounges, designed for the well-being of their inhabitants, in absolute Italian style.

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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 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.