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10 Jan 2023

“New Lancia Renaissance. The future in our roots.”, the first episode of Lancia’s short film is now live on YouTube

Following the trailer’s release at Lancia Design Day on November 28th, the full version of the first episode of Lancia’s short film “New Lancia Renaissance. The future in our roots.” can now be seen on the brand’s YouTube page (link).

“New Lancia Renaissance. The future in our roots.”, the first episode of Lancia’s short film is now live on YouTube

 

Following the trailer’s release at Lancia Design Day on November 28th, the full version of the first episode of Lancia’s short film “New Lancia Renaissance. The future in our roots.” can now be seen on the brand’s YouTube page (link).

Lancia CEO Luca Napolitano stated, “This short film is a wonderful story which encapsulates the months of hard work, presentations, struggles, and commitment everyone put in for the success of our brand’s rebirth. For me, Lancia’s Renaissance is a dream come true. Through this strategic path, we aim to become an attractive, credible, and respected brand in the European premium segment.”

“The New Renaissance” is a three-episode web series, with voiceover provided by Luca Napolitano, which allows everyone to take a look up close at the brand’s new era. In the first episode, the viewer is taken behind the scenes at Lancia Design Day, the first event of the brand’s new age. In a journey between past and future, the episode uses a documentary style to highlight what usually remains outside the public’s view.

The docufilm cuts between Lancia’s head of design, Jean Pierre Ploué, and members of his team who contributed to the creation of the new logo, the new design language, and the development of the Lancia Pu+Ra Zero, a three-dimensional manifesto which embodies all of the stylistic features that will inspire the creation of the three future Lancia vehicles.

The episode is full of passion and pride for the brand’s glorious past which has made automotive history (and not only). Moreover, it showcases the work put into rebirth of iconic vehicles by a team which is aware that they are playing a leading role in an extraordinary project.

It was shot in Turin at the offices of Luca Napolitano and Jean Pierre Ploué, the Lancia open space, the Centro Stile, the Stellantis Heritage Hub, and the stunning Reggia di Venaria.
The docufilm also features many evocative images of Lancia’s iconic vehicles of the past, including the elegant flagships Aurelia and Flaminia, the “brutal” and victorious Stratos, Delta, and Rally 037, as well as the eclectic Beta and Gamma.
The second episode of the web series will be presented during Milan Design Week in April 2023 and will be followed by the last episode in 2024 with the launch of the new Ypsilon.

 

Director Beppe Tufarulo
Written by Alessandro d'Ottavi
Production Skipless
Media Plan Starcom
Social Channels YouTube, Instagram, Facebook, Twitter, LinkedIn

 

 

Lancia

With 116 years of history, Lancia represents timeless Italian Elegance, a brand that made people around the globe dream about, thanks to its iconic vehicles: the elegant Flaminia and Aurelia B24 Spider, the performing Delta, Stratos and 037, the eclectic Fulvia or Beta HPE and many others.
Lancia is now ready to start its Renaissance with a 10-year strategic plan that is now moving on very quickly.
Innovation and timeless design have always been the founding principles for the brand. And now sustainability, customer-centricity and social responsibility have as well become essential, because Lancia is determined to look to the future with great commitment and ambition.

Twitter @Lancia Facebook Lancia YouTube Lancia Instagram Link

 

Turin, January 10th, 2023

 

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