Lancia, one of the car giant Stellantis’ 14 brands, wants to become more relevant again in the future. In addition, the Italians are working on a comeback and switch to electric cars in 2028. The program currently only consists of the Ypsilon small car, which has not been sold in Germany for a long time. At the end of November, the brand previewed its future design language with a concept study and presented a revised version of its logo.
“The new Lancia era begins today with a new logo and a clear design vision,” said CEO Luca Napolitano at Lancia Design Day. “Today we present the Lancia Pu+Ra Zero concept as an example of the new Ypsilon, the first vehicle model of the new Lancia era. As a three-dimensional manifesto, it looks forward to the vehicle models of our brand that will be launched between 2024 and 2028.”
“The Lancia Pu+Ra Zero sculpture is a work of art that bridges the past and future, balancing classic elegance with a radical spirit of form,” continues Napolitano. “Today we begin the Lancia renaissance that will amaze fans of our brand around the world. Lancia is returning to the European premium segment as a brand that is wanted, respected and trusted. Today marks the start of a new era for Lancia. “
In its 116-year history, Lancia has used seven different brand logos. The company is now presenting a new logo that will mark the brand’s start into a new era of electromobility. The changed logo will be seen on the future Ypsilon and Delta as well as a planned new top model. The logo is part of the new corporate image, and the Lancia letters are also reinterpreted.
According to the designers, the name Pu+Ra on the concept corresponds to the terms Pure and Radical. “Pu+Ra characterizes Lancia’s future, sustainable design language. Pu+Ra also carries the brand’s proud past and its influence on Italian style into the future. The new design language is inspired by the world of furniture, architecture and fashion. Lancia’s history in motorsport, represented in particular by the Stratos and Delta rally cars, also has a great influence.
When it comes to the interior design, the Pu+Ra concept draws inspiration from Italian furniture design and its love for details, materials and innovation, the designers further explain. “In this way, future Lancia models will have interiors dominated by simple, radically reinterpreted geometries. Passengers are greeted with an atmosphere that exudes a sense of home and is reminiscent of an exclusive Italian-style living room. This atmosphere is emphasized by the clear separation of colors, the so-called color blocking, as well as by noble and sustainable materials. This approach also defines Lancia’s future design language.”
The “Lancia Renaissance” strategy is part of a ten-year plan that includes three new models every two years from 2024. Lancia wants to cover 50 percent of the market with these three vehicles from different segments. At Lancia Design Day, the company confirmed that in 2028 it wants to offer only vehicles with fully electric drives.
Another pillar of Lancia’s renaissance is said to be the issue of sustainability. In the new Ypsilon, at least 50 percent of the interior surfaces that can be touched must be made of ecological materials.
The sales model allows for 100 exclusive showrooms in Europe. In addition, “maximum use” of online sales is planned. The aim is to make Lancia a “trustworthy, respected and desirable” brand in the European premium segment.
Lancia has yet to reveal anything specific about its new electric models. The technical basis is to be made available by Stellantis in 2021, based on battery-powered platforms for group-wide use. Three of the four architectures are designed for models from small to large cars with a range of up to 500, 700 and 800 kilometers.