It is undoubtedly the least talked about brand since birth Stellantiswhich in January 2021 ratified the merger of the Fiat-Chrysler (FCA) and PSA brands. Lancia, a premium brand with a glorious pastat first it seemed that it was forgotten in the strategic equation. Of course, there was no question of rejecting the one to whom we owe historical examples. as Aurelia, Flaminia, Delta or Stratos example. But in this new galaxy of brands, priority was given to broad-based and/or more promising brands. In particular, Fiat, Jeep, Peugeot, Citroën, Alfa Romeo and DS Automobiles.

The brand is at risk

Now that the group’s financial health is healthy and most of these brands have been refocused in terms of positioning, pricing and strategy, It seems the time has finally come to see the revival of this legendary builder. As a reminder, Lancia is one of the oldest Italian car brands, created in 1906 in Turin by Vincenzo Lancha. If we owed him a certain number of legendary models and rally victories, his aura has suffered in recent years. Stuck between Fiat and Alfa RomeoLancia tried to differentiate, and just exist. She did not more officially common than in Italywith a unique model city ​​car Ypsilonwhich dates back to 2011.

A comeback announced with great fanfare…

In May, the manufacturer in this way announced the launch of three models by 2028. The first one will be whole new generation Ypsilon, scheduled for 2024. The second B-segment crossover for 2026 (usually positioned parallel to Alfa Romeo Tonal. The latest planned for today is a new compact family car for 2028. It might even restart the mythical Delta title! Until then, to make us wait, the firm announced about On November 28, the first look at the design of the future brand. It can go through a new one graphic identity (logo, typography etc.) and foreshadowing the design of future models… This should give pride of place to the DNA of Lancia. Geometric shape for Delta, especially round for Ypsilon. The name is Aurelia may also be reborn, appearing in the 2026 crossover.

See you on November 28…

Lancia will initially remain thermal/hybrid. On the other hand, he plans to not launch anymore electric models only until 2026. And with to become 100% electric from 2028. Stellantis commits, it has to share a significant amount of technology with other premium brands of the group. Alfa Romeo and DS Automobiles are in the lead. To know more, see you on November 28 at the “Lancia Opening Day”. A date worth celebrating for a brand that has been forgotten and overlooked in recent years…