ROME – One hundred and fifteen years of history. Lots of hits, historic cars and movie icons. An age from which today the brand restarts, writing a new, unpublished, chapter. Lancia, which is now headed by design by Jean-Pierre Ploué, of the Stellantis group, will focus on technology and obviously style: this time eclectic and no-gender.
Mission 1: style
A mission that will be used to evolve Lancia into a new perspective. “Jean-Pierre Ploué will be fundamental with his entire team: we will reinterpret the brand, looking at new trends in the world of the automobile, but also in technology, connectivity and electrification”.
2021 was completely innovative for the brand: it started with the launch of the e-shop, i.e. the possibility to see the model digitally and book it for purchase, continued with the entry into Stellantis, and today with the new head design: French. Many may turn up their noses, others may not.
“In January Lancia was included in the Stellantis premium cluster. Today this announcement is yet another certificate of confidence in this brand and its future. Lancia will always be an Italian brand, with the Turin style center – assures CEO Luca Napolitano -. Jean-Pierre Ploué, head of the style of the Stellantis group, will lead a group of young designers called to reinterpret the brand ”.
How the Lancia Ypsilon will evolve
From a car for a single country, therefore, to a product that honored the world. Lancia receives the first major attestation of its global potential as a Made in Italy brand: with Stellantis it is now strong in the Group’s investments and will be able to compete with stronger shoulders. The car of the future will still be city-proof, perhaps no longer dedicated to women, who for years have made it unique, but with timeless beauty for enthusiasts.
Used market, the Lancia Ypsilon still the most desired
“Lancia’s eclecticism will go back in time. As happened for the Stratos, the Fulvia – comments Napolitano again -. It will not be designed for women, it will be a transversal car. A beauty without time or genre “.
The protection of brand values
The brand ready to leave the niche and embrace new trends returns to show ambition. Thoughtful steps, of course: behind him he has decades of successes to handle with care and promises to keep to fans of the brand.
“The protection of history for us is the protection of the values that have made us famous in the world and loved by so many enthusiasts in these 115 years of history. Values that are still very modern today. And that we will respect: declarations of trust have already been made towards this brand – assures the CEO -. Looking to the future means respecting values such as timeless design, Italian elegance: every customer seeks in our cars comfort and well-being on board, intuitive technology and at the same time easy to use. ”
A solid and concrete plan based on the success of Ypsilon
In Turin they are putting in line the things to do, many and demanding. There is great trust, both inside and outside the company. “We are working on a solid and concrete plan, which must allow us to bring home results, starting from what we do best, such as the results obtained by Lancia Ypsilon in Italy in recent years”. Its winning formula has seen, in 4 generations, conquer 3 million people (70% women), arriving in the last decade on the podium of segment b cars. In the last two years, conquering the undisputed leadership in Italy with over 100,000 units sold, thanks also to hybrid engines: over 34,000 since launch, almost 20,000 in 2021. In short, if we talk about revolution and not evolution it will only be a courageous choice . But without any concern for lovers of the brand – reassures the CEO. -The challenge that Lancia faces is so important that only great champions have been on the field.
A new chapter is starting: the docufilm
The new Lancia chapter will begin to be told to the public with an online docufilm on social channels on Thursday 17 June. The first invitation addressed to all the motorists of the past to understand the change taking place. The 115th anniversary celebrations continue the next day in Fermo, in the Marche region. A caravan of history ready to touch Montegiorgio and Offida (one of the most beautiful villages in Italy), but also San’Epidio Morico and Torre di Palme to enjoy the view of the sea, always driving their own Lancias. Almost sixty crews in the bus, from the Lambda of 1924 to the more “modern” Kappa Gamma and Delta of the 90s, which as scheduled will compete for the skills tests, scheduled in the historic centers. A call for tourists and visitors who will come (aboard their cars) to enjoy the show. In addition, in July, a surprise for performance lovers. In August yet another appointment to talk about the model to come. A full “suspense” evolution. Finally.
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