When Stellantis took over Lancia, the car brand’s fate became unclear. Now a new strategy for Lancia has been launched. Design, sustainable technology, focus on quality and sales from exclusive showrooms.

Do you remember Lancia?

Although Lancia’s history goes back a full 116 years, it is the Lancia Delta Integrale that most people remember. The car triumphed in the rally tracks in the 80s and 90s. Their slogan was “No matter how fast you turn, it won’t leave the road”. A decade earlier it was the Fulvia Coupé Rally. Those were good years for Lancia. Later, the brand almost disappeared – at least in the Northern parts of Europe. In 2014, Fiat brought Lancia into a merger with Chrysler. Then Chrysler models were marketed as Lancia. The Chrysler 300 became overnight the “new” Lancia Thema and the Chrysler Grand Voyager became the Lancia Grand Voyager. Good grief! Lancia was left as a fading car brand. When Fiat Chrysler Automobiles entered Stellantis, exports stopped. Lancia’s fate was indeed uncertain.

Lancia’s new strategy

Stellantis did not let Lancia disappear. Recently, they have shown off the concept car Pu + Ra HPE, which in Italian is pronounced “Pu-piu-ra” or something like that. Both the design and the name give a clear message that Lancia will show the Stellantis group’s latest technology. The company’s strategy includes concepts such as electrification, quality and sustainability. The front of Pu + Ra shows Lancia’s new expression in the form of a stylistic “Y”. This is a type of style we also find in Opel’s new Vizor front, where it is the lines – not the grill that shows brand identity.

According to Luca Napolitano, head of the Lancia division, Lancia has determined the first 40 sales points in cities spread over 6 European countries. There is Spain, France, Portugal and Belgium, the Netherlands and Germany. By the first half of 2024, Lancia will have established 70 showrooms in various cities. Both the physical showrooms and the websites are designed to give customers a “homey feeling” by using materials, colors and attention to detail inspired by Italian architecture and design. I think we may see “Lancia House” following the same concept used by, among others, Polestar and Cupra.

It is also worth mentioning that Lancia have announced something they call the Lancia Certified Program, which will make it safe to buy Lancia as a used car and give owners protection for up to 7 years or 150,000 km. This may safeguard the cars’ second-hand values.

The new Ypsilon will be the model that will realize Lancia’s new strategy

The current Lancia Ypsilon is the smallest model in Lancia’s model range and today the only one offered. Ypsilon was the sole model still in production for the domestic market while Lancia was withdrawn from the rest of Europe. Now, Lancia has announced that they will launch 3 new models – the first – the new Ypsilon in 2024. Later, in 2026, the Lancia Gamma and in 2028 the Lancia Delta.

The Current Lancia Ypsilon was first launched in 2010 and got a facelift in 2015. The model is based on the Fiat 500 platform, stretched out to half a class above the A segment. The engine is either a 1.0 70 HP mild hybrid or the 1.2 69 HP FIRE engine from the Fiat group.

Lancia Ypsilon in 2024

How will Lancia manage to transfer the design language from the concept car to the new Ypsilon? The model is supposed to be almost finished, but Lancia has not yet shown any pictures. The drivetrain will probably be based on the same electric drive as in the new Peugeot 2008, with a range of 400 km.

The international car press has speculated on what the new Ypsilon will look like. Some of the sketches show a shapeless, box-shaped vehicle with Lancia’s new front. Others have drawn in Lancia’s “old” grill as if they don’t quite dare to believe in Lancia’s new brand identity.

Pu + Ra is clearly inspired by the legendary sports car Lancia Stratos . Of all the models Lancia could choose from, the current Ypsilon must be the model that is stylistically far from both Stratos and Pu + Ra. In 2026, the Lancia Gamma will arrive, which can have the same dimensions as the Pu + Ra.

Pu + Ra = true?

The Lancia Pu + Ra concept car has been developed under the direction of Stellantis’ design manager Jean-Pierre Ploué and presented by him as Lancia’s new design language. New Lancia models are likely to represent Italian design with technology taken from other manufacturers in the Stellantis group – the same role as Cupra has in the Volkswagen group. With a focus on design, I expect Lancia will carry the lines from Pu + Ra over to the new Ypsilon. I’m guessing that the Y-front will be well marked – perhaps enhanced by LED lights – and that the lines along the side will split into two arcs towards the rear, one that curves down and one that curves up and around the rear side windows. It will then be interesting to see if the new Ypsilon also gets the tough, circular rear lights.

Lancia can choose two paths for the new Ypsilon. The shortest way would be to build a tall, box-shaped crossover vehicle with Pu + Ra’s new front. That is the path most car manufacturers choose today. The long way is to design the new Ypsilon from the shape of Pu + Ra. A 4 meter long electric car with Italian shapes and a high “feel-good” factor can create a “must have” desire for many.

Facts about the current Lancia Ypsilon

The model first appeared as a 1996 model year and succeeded the Lancia Y10. The model was based on the Fiat Punto, with a 1.1 liter FIRE engine – from 2000 1.2 liter engine. In 2003, the next generation came onto the market, also based on the Fiat Punto from the launch year. Today’s version, the mk3, came in 2011 with a facelift in 2015. The model is based on the new Fiat 500.