Earlier this year, Stellantis CEO Carlos Tavares laid out a plan to give each of the company’s 14 brands a deadline of 10 years to prove their worth or face elimination. Instantaneously, people started to point fingers at both the Chrysler and Lancia brands, two brands that are only a fraction of what they once were.
While Chrysler has announced a new CEO in recent months, the brand has yet to say anything public about its plans forward. However, Lancia’s CEO Luca Napolitano has recently discussed his plans for the future in an article with the Automotive News.
Napolitano stated that the brand’s biggest decision is to return to selling vehicles outside of the Italian market in less than three years. The plan has the Italian marque to begin selling vehicles in the United Kingdom next year, and in Austria, Belgium, France, Germany, and Spain sometime in 2024. There were no plans about expanding the brand outside of the European marketplace.
The once iconic brand is currently offering just a single model to the Italian market at the moment. Napolitano stated that that will change with three new models being introduced. Those three models include a new version of the current
city car, a crossover, and a new hatchback model. It is also more than likely that the famed Delta nameplate will return, however, don’t expect it to appear before 2026.
Napolitano also mentioned that the Italian marque will go full-electric in 2026. The brand hopes the move will reposition its current customer base aimed at an average of 55 years old with at least one child still at home. Lancia also hopes also attract more men to the brand, as it is currently targeting a majority of women.
When FIAT merged its operations with Chrysler, the Chrysler and Lancia brands lent help to one another’s portfolios. The Lancia brand sold rebadged versions of the Chrysler 200 (Flavia), 300 (Thema), and Town & Country (Voyager), while Chrysler used rebadged versions of the Delta and Ypsilon in various European markets in their dealerships. It is unlikely that both brands would return to a similar method.
What do you think about the future plans of the Lancia brand? Can the brand return to greatness? Let us know in the comments below or in the MoparInsiders forums.