Lancia, the Italian car manufacturer with a long and prestigious history, has announced a new brand experience that aims to redefine its identity and vision for the future of mobility. The new brand experience starts today and is based on four pillars: elegance, innovation, sustainability, and community.
Elegance: Lancia has always been known for its elegant and distinctive design, which combines style, functionality, and emotion. The new brand experience will continue this tradition with a modern and contemporary twist. Lancia will collaborate with leading Italian fashion and design brands, such as Lardini and Poltrona Frau, to create exclusive collections and accessories that reflect the essence of Lancia.
Innovation: Lancia is also committed to innovation, both in terms of technology and customer experience. The new brand experience will introduce new digital platforms and services, such as the Lancia Connect app, allowing customers to access a range of features and benefits, such as remote control, vehicle diagnostics, online booking, and personalized offers. Lancia will also leverage the expertise and resources of Stellantis, the parent company formed by Fiat Chrysler Automobiles and PSA Group's merger, to develop new electrified and hybrid models that will offer high performance and low emissions.
Sustainability: Lancia believes that sustainability is a responsibility and an opportunity to create value and a positive impact. The new brand experience will embrace sustainability as a core value in terms of products and processes. Lancia will adopt a circular economy approach, which aims to reduce waste and reuse resources by using recycled and recyclable materials, such as wool and leather, in its vehicles. Lancia will also support social and environmental initiatives that align with its vision, such as the Fondazione Lancia per l'Arte e la Cultura (Lancia Foundation for Art and Culture), which promotes cultural heritage and artistic expression.
Community: Lancia recognizes that its customers are not only consumers but also partners and ambassadors of its brand. The new brand experience will foster a sense of community among its customers by creating opportunities for engagement and interaction. Lancia will launch a unique loyalty program called Lancia Club, which will offer exclusive benefits and rewards, such as event invitations, access to special offers and discounts, and participation in surveys and contests. Lancia will also encourage its customers to share their stories and passions on social media platforms, such as Instagram and Facebook, using the hashtag #Lancisti (Lancia fans).
The new brand experience by Lancia is more than just a marketing strategy. It is a bold and ambitious project that aims to reinvent Lancia as a premium and innovative brand that can meet the needs and expectations of the modern customer. It is also a tribute to the heritage and legacy of Lancia, which has been making cars since 1906. As Jean-Pierre Ploué, Chief Design Officer of Stellantis, said: "Lancia is an iconic Italian brand with an extraordinary history in automotive engineering excellence. We are proud to relaunch it with a new identity that reflects its unique values and DNA."
Lancia currently produces only one car model, which is the Lancia Ypsilon. The Lancia Ypsilon is a supermini car that has been in production since 1995 and is now in its third generation. The Lancia Ypsilon is available in various trim levels and engine options, including a hybrid version that was launched in 2020.
Lancia has announced that it will launch three new models between 2024 and 2027 as part of its revival plan under the Stellantis group. The new Lancia models will include a city car, a compact crossover, and a compact hatchback. The city car will be the successor of the Lancia Ypsilon, while the crossover and the hatchback will be based on the platforms of the Peugeot 2008 and the Opel Corsa, respectively. These new models will also feature electrified powertrains and innovative design elements reflecting Lancia's heritage and identity.
