During a press conference, Lancia presented its revival strategy. Having come close to death, the Italian brand was saved by the creation of Stellantis, the merger of PSA and Fiat. For Carlos Tavares, head of the group, each brand must have its chance… but with a strategic plan that allows it to be quickly profitable.
This is why Lancia’s relaunch is being done in a modest way! Only three models will make up the new range, to cover half of the European market. And these will be launched at a very slow pace, between 2024 and… 2028! Unsurprisingly, the priority is a new generation of the Ypsilon.
The city car is still available in Italy, where it still achieves good sales, thanks however to knockdown prices. The next version will therefore be launched in three years. About 4 meters long, it will be offered with an electrified block.
In 2026, Lancia will launch the largest of the new models. Qualified as a “flagship”, it will measure 4.60 meters in length and will be electric. This model will surely be derived from the next DS electric SUV, designed on a basis dedicated to this type of engine (the French model will be ready in 2024).
Finally, the third Lancia will be a new Delta compact. We will therefore have to wait until 2028! The manufacturer is already talking about a “sculpted and muscular car, with geometric lines, which will appeal to car enthusiasts throughout Europe”. This Delta will also be electric. From 2028, Lancia will only sell electric cars.
For these new models, Lancia will pay attention to the selection of materials. It will be the Stellantis brand that will incorporate the highest percentage of recycled materials, “with 50% of touch surfaces made from eco-sustainable materials”. We are also promised exclusive materials, as we have been used to in the past.
Moreover, modesty is found at the distribution level. Outside of Italy, Lancia has planned 100 new distributors in 60 major European cities. France is one of the priority countries, along with Spain, Belgium, the Netherlands and Germany. To reach customers who are not near a dealership, Lancia will focus on online sales. This must represent half of the sales.