While we have been waiting for the presentation of three new models on the occasion of this event called “Lancia Design Day”, the Italian manufacturer is still keeping a secret and reports on the stylistic direction of the brand, which starts with new logo for the Lancia brand, as well as the presentation of the sculpture entitled Lancia Pu+Ra Zero.

“Ahead of the new Ypsilon, the first car of Lancia’s new era, we present the Lancia Pu+Ra Zero, a three-dimensional sculpture and manifesto that will inspire the 2024-2028 range of cars. A work of art where past and future are in constant contact, where elegance is balanced with a radical spirit of forms. Today marks the start of our Renaissance that will amaze Lancia fans around the world. Lancia will once again become a desirable, respected and reliable brand in the European premium market. Today is the beginning of a new era for Lancia! »said Luca Napolitano, CEO of Lancia.

Lancia: brand new logo

In 116 years of history, there have been a total of seven Lancia logos: today the logo has been updated in a more modern style, keeping the shape of its historical coat of arms. The Italian firm marks its entry into the electric mobility market with a logo inspired by the 1957 logo first introduced on the Lancia Flaminia.

The new Lancia logo is back all historical elements of the logo : wheel, flag, shield, spear and inscriptions reimagined to make them more modern and project them into the future. Simpler, the new version expresses innovation, premium and Italian character with its asymmetrical spear. The Lancia lettering uses an original font inspired by the world of fashion.

Lancia Pu+Ra Zero: an overview of the stylistic direction of the Lancia brand

A mixture of “Pure” and “Radical”, in Lancia Pu+Ra design is the name of the new stylistic language of the brand, which will be found in its future productions. It will combine “soft, clean and sensual” forms with more modern manifestations of radicalism and simplicity, without forgetting the sports history of the brand.

To make this concept more concrete, Lancia presents on this occasion a style study called Lancia Pu+Ra Zero : an aerial sculpture that foreshadows the lines and stylistic direction of the brand’s future models. On this, we can already imagine the shape of the front grille or even the rear of the car with two round taillights, which are accompanied by an impressive Lancia inscription.

Lancia: 3 new models by 2028

We will have to wait a little longer discover new models which will accompany the revival of Lancia: from 2024, a new generation of small Lancia Ypsilon will see the light, and then in 2026 a 100% electric premium SUV.

In 2028, a new generation of compact cars Lancia Delta will be launched and it will also be 100% electric. Lancia will produce new 100% electric models only from 2026 100% electric brand in 2028.