ROME – The new course of the Lancia brand continues at full speed. After the announcement of the new products, Lancia accelerates its relaunch plan in Europe, with the appointment of the first forty dealers in six countries. A wide-ranging project which, across the border, foresees the opening of seventy new dealerships in as many large cities within the first half of next year.
“Today we take another step forward in Lancia’s renaissance to make it a desirable, respected and credible brand in the European premium market – said Luca Napolitano, Lancia CEO – After announcing the 10-year strategic plan, presenting a new logo and applying the new Corporate Identity in the first Italian showroom, we met all the potential new dealers in Turin to whom we presented our strategy and internationalization plan. And today Lancia appoints the top 40 dealers in Spain, France, Germany, Holland, Belgium and Portugal. In fact, these will be the first markets where Lancia will “land” with the arrival of the New Ypsilon. Ours will be an innovative distribution model characterized by uncompromising quality: a selected number of resellers, without the need for large showrooms and with the intention of offering a high level of quality, both online and offline. Today Lancia is writing another page of its history while waiting for the next appointment…”.
The new Lancia network represents a further step in the brand’s internationalization process and has followed some main criteria in the choice of countries and the related distribution network. The first factor is the love and passion for “Made in Italy”, with Spain, Belgium, France and Portugal in the top positions. The second instead concerned the relevance of online sales, with Holland and Germany which found themselves in “pole position”.
The innovative approach envisages a selected number of dealers and is based on a key concept of the “Renaissance of Lancia”, i.e. uncompromising quality, also thanks to new showrooms which will allow users to live an immersive experience through solutions inspired by the Italian architecture and design. Lancia’s ten-year strategic plan, based on three fundamental pillars such as electrification, quality and sustainability, provides for the introduction of three new models, one every two years, starting from 2024 with the introduction of the new Ypsilon. From 2026, the house will present only 100% electric models and, from 2028, it will sell only 100% electric cars. (Maurilio Rigo)