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Stellantis’ Italian Lancia Brand Looks To An All-New Design Language For Electrification!

Showcases New Design Language With Unique 3D Manifesto...

To mark the beginning of its renaissance into the electrification era, Lancia unveiled an updated version of the Italian marque’s logo on Monday. It marks the eighth logo to carry the brand in its 116-year history. But that isn’t all of the news that the brand broke during its “Lancia Design Day” event.

A New Logo – 

New Lancia Logo. (Lancia).

The new Lancia logo is a “progressive classic”, as it reinterprets all the distinctive elements of the historic brand, the steering wheel, the flag, the shield, the spear, and the writing, but reinterprets them to make them modern and projects them into the future.

To create the new logo, the Lancia design team studied the seven earlier logos. They started with the first logo from 1907, which was simple and essential, where the Lancia name was written in gold. The 1911 logo, designed by Count Carlo Biscaretti di Ruffia, has a few elements, some of which have remained unchanged over time, such as the four-spoke steering wheel, the hand accelerator control, the rectangular flag, and the spear-shaped shaft.

The 1929 logo, featured a triangular shield framing the rim of the steering wheel, a clear reference to universal geometries, and clean graphics. The 1957 logo was characterized by a dry style, and finally the more recent emblems. The 1974 logo was simple and refined and the 1981 version was created by the designer Massimo Vignelli, stylizing the shield, spear, steering wheel, and flag. Then, of course, there was the current logo which was introduced in 2007.

New Design Language – 

Lancia Pu+Ra Zero 3D Manifesto. (Lancia).

Born from the combination of the words “Puro” and “Radicale”, Lancia Pu+Ra Design is what the Lancia brand is calling their new language. All of this is the result of the brand’s proud past and of some typical excellences of Italian style in the world.

With Lancia Pu+Ra Design the volumes of the new cars are created by successive stratifications, adding and intersecting elementary and iconic shapes, such as the circle, the rectangle, and the triangle, and combining them with eclectic details. The result is an overall language that is not typically automotive.

As for the interiors, Lancia Pu+RA Design draws from Italian furniture design, Italian excellence made up of attention to detail, research into materials, and innovation. Lancia is taking its cue from this world to create a space generated by simple geometries with a radical perspective, as well as welcoming and capable of ensuring that same feeling of home feeling that is experienced in the refined and eclectic Italian living rooms.

Pu+Ra Zero Influence – 

Lancia Pu+Ra Zero 3D Manifesto. (Lancia).

Lancia Pu+Ra Zero is a 3D manifesto that embodies the essence of the new Lancia Design and the vision of what the new Ypsilon, the new flagship and the new Delta will be like, combining design, art, and innovation: this sculpture is the ultimate expression of the “Progressive Classic” concept.

Lancia Pu+Ra Zero is in fact the synthesis of opposite elements: Beauty and Technicality, Grace and Character, and harmoniously blends the primary, iconic and typical forms of the Lancia tradition in a continuous dialogue between the two souls of the brand, different but complementary souls, between past and future.

The Lancia Pu+Ra Zero front features a reinterpretation of Lancia’s historic grille, the chalice, today projected into the future through three rays of light, to make it iconic and memorable. This new chalice, pure, technological, and with a unique identity, will be present on all three new Lancia cars, making them instantly recognizable, both day and night.

Lancia Pu+Ra Zero 3D Manifesto. (Lancia).

Above the chalice, we find the new Lancia writing, and this double signature, chalice-writing, will seal the front of all three new Lancia models: a “chalice of light” which virtually embraces the brand name and clearly identifies the graphic identity of the Renaissance of Lancia, ferrying it into electric mobility.

Lancia Pu+Ra Zero is made up of soft, flowing lines that recall the design of the Aurelia B20 and Flaminia, with a circular roof that floods the passenger compartment with light, in a game of balance between exterior and interior.

On the rear, the round headlights that refer to those of the Stratos stand out and will be used on the new Ypsilon with the new Lancia lettering positioned between the lights. Finally, in the side view, the new logo stands out.
Lancia Pu+Ra Zero is metalized blue in color with subtle nuances that play with light in the name of Italian elegance, fluidity, and lightness.

Dare Forward 2030 Plan – 

Lancia Pu+Ra Zero 3D Manifesto. (Lancia).

Lancia’s renaissance passes through its 10-year strategic plan, which envisages an efficient range of three new models, one every 2 years starting from 2024, to cover 50% of the market. The first new vehicle will be a new Ypsilon, the second is a yet-to-be-named flagship, and the third will involve an all-new version of the iconic Delta nameplate.

It’s a roadmap solid and ambitious and is progressing very quickly, as foreseen by the Stellantis Dare Forward strategic plan.

This is demonstrated by the electrification process, which will lead the brand, in 2028, to sell only 100% electric cars. The other pillar of Lancia’s renaissance is sustainability: in the passenger compartment of the new Ypsilon, at least 50% of the materials that you can touch will be ecological. 

Lancia Pu+Ra Zero 3D Manifesto. (Lancia).

Furthermore, the creation of an efficient and innovative distribution model continues at a rapid pace, with 100 new exclusive showrooms in Europe and a selection of partners in Italy. Furthermore, the new system provides for maximum use of online sales. All this with the aim of making Lancia a credible, respected, and desirable brand in the Premium segment in Europe.

It wasn’t long ago, that the Lancia brand was mostly made up of rebadged Chrysler vehicles to showcase across the European market.

2012 Lancia Thema. (Lancia).

What is your thought on the new direction of the Lancia brand? Let us know in the comments below.

Robert S. Miller

Robert S. Miller is a diehard Mopar enthusiast who lives and breathes all that is Mopar. The Michigander is not only a Co-Editor for MoparInsiders.com, 5thGenRams.com, and HDRams.com but an automotive photographer. He is an avid fan of offshore powerboat racing, which he travels the country to take part in.

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Lancia and Chrysler are two of Stellantis brands in about the same shape and I pray Chrysler does not go down, as it appears Lancia has, to an all electric brand and doom. Just about every brand that goes all electric will either repeal that policy or face extinction. Poor Lancia, hope remains for Chrysler. Keep the green wackos away from Chrysler please.

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I've been extremely mixed on the decision to introduce a sculpture instead of some actual concept autos, then I realized something.
Because this concept is more coupe like with it's general design than any of the upcoming models probably will be (though we'll see what happens with the crossover flagship), it is kinda possible a coupe concept like the Fulvia from 2003, just more 037 (front) and Stratos (back) was considered at first to show off what was coming for design, but it was eventually decided to not sorta make a promise for a true, 'desirable and fun' model down the line when they have to guarantee that the next 6 years can bring them back for good. Massive hunch on my end though

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Lancia and Chrysler are two of Stellantis brands in about the same shape and I pray Chrysler does not go down, as it appears Lancia has, to an all electric brand and doom. Just about every brand that goes all electric will either repeal that policy or face extinction. Poor Lancia, hope remains for Chrysler. Keep the green wackos away from Chrysler please.

They're both set for an all BEV line up for 2028, buddy.

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I've been extremely mixed on the decision to introduce a sculpture instead of some actual concept autos, then I realized something.
Because this concept is more coupe like with it's general design than any of the upcoming models probably will be (though we'll see what happens with the crossover flagship), it is kinda possible a coupe concept like the Fulvia from 2003, just more 037 (front) and Stratos (back) was considered at first to show off what was coming for design, but it was eventually decided to not sorta make a promise for a true, 'desirable and fun' model down the line when they have to guarantee that the next 6 years can bring them back for good. Massive hunch on my end though

I took the "object" shows as a design language representation, not really something to think of as a concept. I'm reading that they are looking to do bold things, have bold lines, swooping curves, and stand-out attributes (like the rear lights). I applaud them for going bold or going home. Best not to repeat the Olds mistake of going "young" but not bold, or Bill Knapps for trying to go WOW but not wowing a new audience (but totally alienating their existing patrons).

On that topic, I don't understand what happened to Pontiac.

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I have very mixed feelings about this. It looks silly and it kind of disappointed.
I guess that's Lancia's tradition for almost as long as I've been alive though.

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