Strictly speaking, Lancia is not dead, but it is difficult to call it a full life. In recent years, only one middle-aged sedan has been produced under this brand. Ypsilonwhich is sold only in Italy. Although the sales volume is not bad – 44 thousand cars were sold last year. But the top management of the Stellantis company do not intend to say goodbye to Lancia. A year and a half ago it was announced Floor, according to which three new models will see the light. And now Lancia has held the first presentation.
Unfortunately, the future cars have never been shown to us. At an event called Lancia Design Day, higher themes were discussed: brand positioning, design and philosophy. Only the new logo is ready so far, but it will only appear on showroom facades and in promotional materials in 2024, at the same time as the first model of the new wave. Working on the coat of arms, the designers took the 1957 logo as a basis, for which, in a modern key, they simplified the graphics and created a new font.
As for the cars, Jean-Pierre Plouet, chief designer of the European part of the Stellantis alliance, who had previously headed the design department of the PSA group since 2009, personally took care of their appearance. The new concept is called Lancia Pu + Ra Design (aka Pure and Radical), and its personification is a sculpture called Lancia Pu + Ra Zero. It contains a number of solutions that will be used in future cars, and some of them are borrowed from models of past years. For example, the design of the stern is a direct reference to the sporty Lancia Stratos.
As for the interiors, there’s nothing to look at yet, but Lancia will bring in the Italian firm Cassina, which makes luxury furniture, to make them. Eco-friendly materials will be widely used for decoration. The important thing is that future Lancia cars become a real premium. Chief Executive Luca Napolitano said: “Lancia will once again be a desirable, respected and trusted brand in the European premium market.”
For now, that’s it. We only recall that in 2024 a new generation Lancia Ypsilon will appear – a sedan about four meters long, in which only hybrid and electric modifications are planned. A purely electric Lancia Aurelia crossover with a length of 4.6 m is planned for 2026, and a revival of the Lancia Delta sedan with a length of 4.4 m is planned for 2028.
