Amit Saraswat 
Following a new brand strategy, Stellantis plans the resurrection of Lancia as a desirable, respectable and credible brand in the European premium market.
Starting in 2024, Lancia plans to introduce one new model every 2 years. The new models will retail via a new distribution model, boasting exclusive showrooms and salespersons. Lancia will start its operations in 6 European countries — France, Germany, Spain, Portugal, Belgium and the Netherlands.
Lancia announced that from 2026, the carmaker will only launch all-electric models while phasing out the ICE models, eventually selling only all-electric cars from 2028. The first model out of Lancia’s 10-year plan will be the new Ypsilon, carrying the 38-year legacy of the nameplate, the most beloved car by Italian women. By the first half of 2024, Lancia will be back in Europe, boasting a dealer network of more than 70 touchpoints in 70 major European cities.
Post the launch of the Ypsilon, Lancia will launch three new models covering 50% of the market, by the year 2028. The upcoming 3 models will draw inspiration from the Lancia Pu+Ra HPE concept, which was officially unveiled to the public in April 2023. The 100% electric car concept represents the brand’s vision in terms of design, interior and sustainability. Pu+Ra represents the new pure and radial design of the models while HPE stands for high-performance electric.
Upon revealing the progress, Luca Napolitano, CEO of Lancia said, “I am very proud of the results achieved by the Lancia brand in 2022, in terms of performance, quality and customer satisfaction, and of the acceleration of our renaissance plan, which will make of Lancia a desirable, respected and credible brand in the European Premium market”.
