When Stellantis took over Lancia, the car brand's fate became unclear. Now the car manufacturer has revealed its strategy for Lancia. Design, sustainable technology, focus on quality and sales from our own showroom.
Do you remember Lancia?
Although Lancia's history goes back a full 116 years, it is Lancia Delta Integrale as most people remember. The car wreaked havoc on the rally tracks in the 80s and 90s. The slogan «No matter how fast you turn, it won't leave the road» couldn't have fit better. A decade earlier it was Fulvia Coupé Rally. Those were good years for Lancia. Later, the brand almost completely disappeared - at least from Norwegian roads. In 2014, Fiat brought Lancia into the merger with Chrysler. Then old Chrysler models were marketed as Lancia. Chrysler 300 became "new" Launch Thema og Chrysler Grand Voyager became spear Grand Voyager. Dread and horror! Lancia was left as a fading car brand. Then Fiat Chrysler Automobiles entered Stellantis, stopped exports. It was unclear what would happen to Lancia.
Lancia's new strategy
Stellantis did not let Lancia disappear. Recently, they have shown the concept car Pu + Ra HPE, which is pronounced in Italian "Pu-piu-ra" or something like that. Both the design and the name give a clear message that Lancia will show the Stellantis group's latest technology. The company's strategy includes terms such as electrification, quality og sustainability. The front of Pu + Ra shows Lancia's new expression in the form of a stylistic "Y". This is a type of style that we also find in Opel's new, among other things Visor front where it is the lines and not the grill that shows brand identity.
according to Luke Napolitano, head of the Lancia division, Lancia has determined the first 40 sales points in cities spread over 6 European countries. There are Spain, France, Portugal and Belgium, the Netherlands and Germany. By the first half of 2024, Lancia will have established 70 outlets in various cities. Both the physical outlets and the websites will give customers a "homey feeling" by using materials, colors and attention to detail inspired by Italian architecture and design. I think we may see "Lancia House" following the same concept used by, among others Polestar og Cupra. Oslo will hardly be among the first 70 outlets, but it is not inconceivable that they will appear in a Norwegian city.
As part of Lancia's new strategy, it is also worth mentioning that they have announced something they call Lancia Certified program that will make it safe to buy Lancia as a used car and give owners protection for up to 7 years or 150 km. This can ensure that the cars' second-hand value does not plummet.
The Lancia Ypsilon was the smallest model in Lancia's previous model range and today the only one offered. What makes the Ypsilon special is that it was in production while Lancia was out of the European car market. Lancia has announced that they will launch 3 new models – the first – the new Ypsilon in 2024. Later, in 2026, the Lancia Gamma and in 2028 the Lancia Delta.
The new Ypsilon will be the model that will realize Lancia's new strategy
The model that is produced today came as model year 2011 and received a facelift in 2015. It was never taken in and sold through Norwegian dealers - nor to our neighboring countries. The cars are based on the Fiat 500 platform, stretched to half a class above the A segment. The engine is either a 1,0 70 HP mild hybrid or the 1,2 69 HP FIRE engine from the Fiat group.
Lancia Ypsilon in 2024
How will Lancia manage to transfer the design language from the concept car to the new Ypsilon? The model is supposed to be almost finished, but Lancia has not yet shown any pictures. The drive will probably be based on the same electric drive as in the brand new Peugeot 2008, which has a range of over 400 km.
Bilpressen has engaged its designers to speculate on what the new Ypsilon will look like. Some of the sketches show a shapeless, box-shaped vehicle with Lancia's new front. Others have drawn in Lancia's "old" grill as if they don't quite dare to believe in Lancia's new brand identity.
Pu + Ra is clearly inspired by the legendary sports car Lancia Stratos. Of all the models Lancia could choose from, the Ypsilon must be the model that is stylistically farthest from both Stratos and Pu + Ra. In 2026, the Lancia Gamma will arrive, which can have the same dimensions as the Pu + Ra.
Pu + Ra = true?
The Lancia Pu + Ra concept car has been developed under the direction of Stellantis' design manager Jean-Pierre Ploué and presented by him as Lancia's new idiom. New Lancia models are likely to represent Italian design with technology taken from other manufacturers in the Stellantis group – the same role as the Cupra car brand in the Volkswagen group. With a focus on design, I expect Lancia to manage to carry the lines from Pu + Ra over to the new Ypsilon. I'm guessing that the Y-front will be well marked - perhaps enhanced by LED lights - and that the lines along the side will split into two arcs towards the back, one that turns ned and one that swings up and around the rear side windows. It will then be interesting to see if the new Ypsilon also gets the tough, circular and high-seated rear lights.
Lancia can choose two paths for the new Ypsilon. The shortest way would be to build a tall, box-shaped vehicle with Pu + Ra's new front. That is the path most car manufacturers choose today. The long way is to design the new Ypsilon also with the alignment taken from Pu + Ra. A 4-metre electric car with Italian shapes and a high feel-good factor can create a "must have" desire for many. For information, shapely Lancia Stratos were only 371 cm long.
Facts about the Lancia Ypsilon
The model first appeared as a 1996 model year and succeeded the Lancia Y10. The model was based on the Fiat Punto, with a 1,1 liter FIRE engine – from 2000 1,2 liter engine. In 2003, the next generation came onto the market, also based on the Fiat Punto from the launch year. Today's version, the mk3, came in 2011 with a facelift in 2015. The model is based on the new Fiat 500. The Lancia Ypsilon was never brought into Norway via ordinary import channels.
See
Lancia.com
