Lancia was one of the most prestigious Italian manufacturers before gradually collapsing over the decades and then becoming almost anonymous with the lonely Ypsilon on its own soil. Survive or perish was Lancia’s motto, even before the merger with Stellantis, but today we can say that Lancia is saved† In any case, we hope that for this big name in the car industry, although we can’t help but think that Stellantis has not really done everything for this umpteenth premium brand of the group when reading the press release. Lancia ends up next to a DS that is having a hard time outside of Europe, an Alfa Romeo that is no longer allowed to make mistakes and a Peugeot that is constantly on the move. Internal competition increased due to the supposed rather high-end positioning of Lancia, whose growth plan is finally known.
Three new Lancias, all electric
The presentation of the recovery plan in itself is not a surprise, as the three new models that are coming were already announced. Initially, Lancia will market the replacement for the Ypsilon that the Italian brand has used on its own country so far. The city car will therefore be electric, and will be launched in 2024. But for the time being, Lancia remains very discreet about the technical basis used, even though Stellantis’s schedule already gives indications. The future Ypsilon should therefore be based on the second-generation eCMP platform, which will notably be used by the next Peugeot e-208 and its derivatives within the group. The use of the brand new STLA “Small” seems premature as it should not be on the market before 2026.
Nominated new Brand Country Manager and strategic announcement of a 10-year brand. pic.twitter.com/om8Y0K0cPl
— Lancia (@LanciaCar) May 20, 2022
On the other hand, it is more vague for the other electric Lancias. In 2026, the Italian manufacturer plans to launch its flagship, a vehicle about 4.60 meters long and fully electricwhich could very well be an SUV, this time on the STLA “Medium” platform, which is widely used in the C and D segment. That, in particular, of the Peugeot 3008 and other crucial models at Alfa Romeo, DS or Opel.
Finally, the last cornerstone of Lancia will be the new Delta, but we will have to be patient for a while: the launch is scheduled for 2028! Again, this should be the STLA Medium platform† The direct consequence is that the Delta will be a cousin of the future electric Peugeot 308 and the other equivalent models of the group, even if Lancia emphasizes nobler materials and a unique style: “inspired by the exclusive materials of its former emblematic models, such as the Gamma, Thema and Flavia, the new generation Lancia will offer a comfortable environment with simple and intuitive technology built-in, in line with its DNA.The SALA, Sound Air Light Augmented (“sala” in Italian means “living room” “), becomes a minimalist and intelligent virtual interface that gives the customer complete control over the vehicle’s interior, from the sound system to the air conditioning and lighting, through a single command”.
Only five countries affected by Lancia’s return
We told you in the preamble, Lancia’s return seems timid. It must be said that the sprawling Stellantis today faces the same challenges as its German counterpart Volkswagen: how can we reconcile many generalist or premium brands in a very mature European market where the pie is shared by many gourmets? It is therefore not surprising that Stellantis proceeds cautiously. Lancia will launch just three models this decade, and in just six markets: France, Spain, Italy, Germany, Netherlands and of course Italy† Lancia will be present in only 60 major European cities with a network of 100 distributors. This is only a first step in the “internationalization process” according to Stellantis, which aims to achieve 50% of online sales for Lancia. A new distribution channel that will also be increasingly used by… Cupra, Lancia’s natural Spanish rival.