Lancia is relaunching its brand

The new Lancia Ypsilon will be introduced in early 2024. It is a long-awaited moment for the Italian brand, which, after years of decidedly stingy newness, is finally preparing to return to the automotive market with a new generation of the Turin compact that will take the brand into the era of electrification.< /p>

The process of approaching Launch Ypsilonhas already begun: a new logo was introduced at the end of 2022; then in  Via Gattamelata, Milan, the first showroom was opened, furnished in accordance with the new  corporate style” brand. Now a new stage — Lancia has appointed its first 40 dealers in 6 countries: Spain, France, Germany, Holland, Belgium and Portugal. These will be the first markets where Lancia will debut the new Ypsilon.

 Lancia carefully worked on the choice of colors and materials to make the  ;showrooms Lanciamore inclusive and premium: in line with products that will be on market from nbsp;nbsp;next year. The colors chosen for the furniture mix cold and warm tones, playing on the alternation of white, gray and black.

In this context, the car on display acquires a completely different value, becoming a kind of furniture element, which blends in with the environment. All this reflects the four pillars that underlie the Lancia strategic plan: quality, electrification, sustainability and a sales model that delivers a superior customer experience.

Dealership exteriors will also be redesigned. The new Lancia lettering will stand out in upper areas of the showrooms, while while the brand's premium aspect will be accentuated by a marble-clad totem topped by the brand's new logo.

A clear reference to  electrification and therefore to attention to the environment is emphasized by the many flower beds present around the windows, which refer to sustainability themes that will become increasingly central to the future production of Lancia.

The goal is to restyle at least 50% of car dealerships by the end of 2023, and then completely renew the dealer network by the second quarter of 2024 just in  links to the launch of the new Ypsilon. In  the rest of Europe, the introduction of a new "corporate style" will begin in early 2024 

Finally, Lancia's ten-year strategic planforesees the introduction of three new models, one every two years, starting in 2024 with the release of a new Ypsilon. From 2026, Lanciawill only offer 100% electric models, and from 2028, it will only sell 100% electric vehicles.