“Today is an important day,” declared Luca Napolitano, CEO of Lancia brand, “Lancia is now ready for Europe, taking the first step to become a credible and respected brand in the premium segment. Our ten-year plan, approved last September, is now taking shape, step by step. We are the Italian Elegance brand and this is our Renaissance. Innovation and timeless design have always been our core values and to these, we want to add sustainability, customer centricity, and responsibility, because we look to the future with great ambition.”
After a lot of doubt about Lancia’s existence beyond 2024, and today the brand has laid out its ten-year plan. The plan begins in 2024 when the new Lancia Ypsilon will come to market. According to Lancia, the vehicle will be around 4-meters long and still be classified as a B-segment vehicle but will feature a 100% electrified powertrain. In 2026, a new flagship will arrive, 4.6-meter long, and will allow the brand to enter the largest segment in Europe. In 2028, a new Delta model measuring about 4.4-meters long will arrive. Lancia says the new Delta will be a sculpted and muscular car, with geometric lines, which will attract car enthusiasts throughout Europe.
These three new models will cover 50% of the market and will have the duty to contribute to the improvement of Stellantis performance in its premium and luxury cluster, as laid out in the “Dare Forward 2030” Stellantis strategic plan.
In a ten-year plan with a clear electrification strategy, from 2026 the brand will only launch 100% electric models and from 2028 will solely sell 100% electric models. Great attention to the electrification process, but not only. In addition, wide use of innovative materials will make Lancia the Stellantis brand with the highest percentage of recycled material, with 50% of touchable surfaces made from eco-sustainable materials in order to contribute to building a better world for future generations.
Inside the new vehicles, Lancia customers will be welcomed in a typical Italian elegance style. Inspired by the exclusive materials of its past iconic vehicles, like the Gamma, Thema, and Flavia, the next-generation Lancia vehicles will provide a comfortable environment with simple and intuitive onboard technology which is in line with its DNA. The S.A.L.A., Sound Air Light Augmented (sala in Italian means living room), will be a minimalist and intelligent virtual interface which will give the customer total control of the vehicle’s cabin from the sound system to the air conditioning and lighting, with the use of a single button.
From today, Lancia’s strategic plan is taking a further shape, opening a new chapter in the brand’s history: Lancia is now ready for Europe, with the appointment of five Brand Managers in Europe:
- Paola Pichierri for France;
- Niccolò Biagioli for Germany;
- Francesco Colonnese for Spain;
- Patrice Duclos for Belgium and Luxembourg;
- Patrick Zegwaard for The Netherlands.
And with Raffaele Russo reconfirmed for Italy. Roberta Zerbi will cover the role of commercial coordinator of the countries in her role as Head of Lancia Brand for the Enlarged Europe region.
Will it be enough to save the Italian brand? Let us know what you think in the comments below.