Starting in Milan, the new Lancia corporate identity will be rolled out in 50% of the Italian network by the end of the year. Abroad, the rollout will begin a year from now and be finished by the middle of the following year in anticipation of the release of the new Lancia Ypsilon. Luca Napolitano, CEO of the Lancia brand, has made this declaration.
Quality, electrification, sustainability, and an innovative sales approach that guarantees customers a premium shopping experience are the four pillars of Lancia's ten-year strategic plan. They're all reflected in the company's new corporate identity. Our new showrooms are beautiful on the outside and cozy on the inside, and we can't wait to show them off to our clients. We've taken cues from Italian architecture and interior design to create an atmosphere that makes visitors feel right at home.
The new Lancia showroom concept captures the spirit of the whole brand while paying particular homage to its Italian heritage. The external facade is dark, typical of current architecture, and draws attention to the brilliant windows and the new Lancia logo, which is prominently displayed above the door. To "sign" the brand's future to make it desirable, permanent, and always modern, Lancia debuted a new font on Lancia Design Day that draws inspiration from one of the Italian excellences most closely tied to the history of the brand: Fashion.
Lancia's introduction into the electric mobility market is commemorated with a giant vertical totem displayed in the store's new design concept.
The Lancia showroom design, which incorporates light and dark tones and valuable materials, flawlessly conveys the brand's premium quality while evoking the atmosphere of a genuine and aristocratic Italian mansion. The flowerbeds that encircle the building add to its residential feel and manifest Lancia's concern for the planet and its inhabitants wellbeing.
The moment a consumer enters a Lancia store, he is immersed in the brand's mission to provide customers with a genuine, home-like atmosphere reminiscent of an Italian villa. Natural light pours in through the tall windows, making the cars lined up in the hall's center look like works of art to be examined up close.
To round off the new showrooms, we've included spaces dedicated to vehicle delivery and After Sales that are consistent with our commitment to making customers feel at home.
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