Strictly speaking, Lancia did not die, but it is difficult to call it a full life. In recent years, only a middle-aged hatchback has been produced under this brand. Ypsilonwhich is sold only in Italy. Although the sales volume is not bad: 44 thousand cars were sold last year. But the management of the Stellantis concern does not intend to say goodbye to Lancia. A year and a half ago it was announced plan, according to which three new models will see the light. And now Lancia held the first presentation.
Alas, future cars were never shown to us. At an event called Lancia Design Day, higher matters were discussed: positioning, design and philosophy of the brand. So far, only the new logo is ready, but it will appear on the facades of showrooms and in promotional materials only in 2024 – simultaneously with the first model of the new wave. Working on the emblem, the designers took the 1957 logo as a basis, for which, in modern fashion, they simplified the graphics and came up with a new font.
As for the cars, Jean-Pierre Plouet, chief designer of the European part of the Stellantis alliance, who had previously headed the design department of the PSA group since 2009, personally took care of their appearance. The new concept is called Lancia Pu + Ra Design (that is, Pure and Radical), and its personification is a sculpture called Lancia Pu + Ra Zero. It contains a set of solutions that will be used in future cars, and some of them are borrowed from models of past years. For example, the design of the stern is a direct reference to the Lancia Stratos sports car.
As for the interiors, there is nothing to look at yet, but Lancia will involve the Italian company Cassina, which manufactures luxury furniture, to create them. Eco-friendly materials will be widely used for decoration. The main thing is that future Lancia cars should become a full-fledged premium. CEO Luca Napolitano said: “Lancia will once once more be a desirable, respected and trusted brand in the European premium market.”
For now, that’s all. We only recall that in 2024 a new generation Lancia Ypsilon will appear – a hatchback regarding four meters long, in which only hybrid and electric modifications are planned. In 2026, a purely electric crossover Lancia Aurelia with a length of 4.6 m is expected, and a revival of the Lancia Delta hatchback with a length of 4.4 m is scheduled for 2028.
