FORWARD IN SMALL STEPS – We will have to be patient for another abundant year to see the new one Launch Ypsilon. But while waiting to discover the model from which Lancia will start from scratch, deploying a range that will expand in 2026 with a baby-flagship with a raised set-up and in 2028 with the heir to the Delta (Who the details of the industrial plan), the Turin house has taken another important step along the path that will finally lead it to cross the borders of Italy to compete with the most established European luxury brands.
I NUOVI SHOW-ROOM – After offering a first taste of the style of tomorrow’s models (read Who our interview with the brand’s head of design, Jean-Pierre Ploué) with the sculpture without wheels Pu+Ra Zero (you see her Who), Lancia unveils the new face of dealerships with which, starting from 2024, it will form a commercial network which, in addition to the national territory, will also cover France, Spain, Germany, Belgium and the Netherlands.
THE FIRST, ALL NEW, IS IN MILAN – Each one different from the other, the new showrooms will maintain the fil rouge between classic and contemporary that distinguishes the Milanese one, freshly renovated, in via Gattamelata, within the space “Stellantis & You”. After Milan and before landing in Europe, the renewal of Lancia dealerships in the second quarter of 2023 it will include those of other important Italian cities. The goal is to involve at least 50% of the national network by the end of the year, to reach 100% by the second quarter of the 2024, coinciding with the launch of the new Ypsilon. The showrooms of the Turin brand (which focuses on greater involvement “in the presence” of the customer, but does not leave out the online: in the next few years the house aims to reach 50% of sales volumes via the internet) will be characterized by walls dark-coloured exteriors, with the new “Lancia” writing clearly visible above the entrance door, and large windows to “streamline” the façade.
NEW “LANCIA” WRITING AND NEW LOGO – Another fundamental element of modern architecture that distinguishes i new exhibition spaces of the Turin brand is the large vertical totem with the logo Lancia, which has also been renovated to be simpler, more essential and elegant and therefore best summarize the essence of future models. As for the interior furnishings, that of the new Lancia showrooms will resume the style and materials with which the Milan store was just renovated. Customers, explains the house, will experience a completely new experience, “breathing” an intimate and refined environment, more similar to the living room of a luxury apartment than a car showroom.
