Lancia was one of the most prestigious Italian manufacturers before gradually collapsing over the decades, then becoming almost anonymous with the lonely Ypsilon on its own soil. Survive or perish was Lancia’s motto even before the Stellantis merger, but today we can say that Lancia is saved. In any case, that’s what we hope for this big name in the automobile industry, even if we can’t help but think, on reading the press release, that Stellantis hasn’t really gone all out to this umpteenth premium brand of the group. Lancia will find itself alongside a DS which is struggling outside Europe, an Alfa Romeo which no longer has the right to make mistakes and a Peugeot which is constantly moving upmarket. Internal competition increased by the assumed rather high-end positioning of Lancia, whose growth plan is finally known.
Three new Lancias, all electric
The presentation of the recovery plan is not a surprise in itself since the three new models to come had already been announced. Initially, Lancia will market the replacement for the Ypsilon which has carried the Italian brand on its own land so far. The city car will therefore be electric, and launched in 2024. But for the moment, Lancia remains very discreet about the technical bases used, even if the Stellantis schedule is already giving clues. Thus, the future Ypsilon should be based on the second generation eCMP platform, which will be used in particular by the next Peugeot e-208 and its derivatives within the group. The use of the brand new STLA “Small” seems premature since it should not be launched before 2026.
Oggi nominiamo i nuovi Brand Country Manager e annunciamo il piano strategico a 10 anni del brand. pic.twitter.com/om8Y0K0cPl
— Lancia (@LanciaAuto) May 20, 2022
On the other hand, for the other electric Lancias, it is more vague. In 2026, the Italian manufacturer plans to launch its flagship, a vehicle approximately 4.60 meters long and all-electricwhich could well be an SUV based, this time, on the STLA “Medium” platform, widely used on the C and D segments. 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: 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 more noble 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 on-board technology, in line with its DNA.The SALA, Sound Air Light Augmented (“sala” in Italian means “living room”), will be a minimalistic and intelligent virtual interface that will give the customer full control of the vehicle’s interior, from the sound system to the air conditioning and the lighting, via a single command”. Of which act.
Only five countries affected by the return of Lancia
We told you in the preamble, the return of Lancia seems timid. It must be said that the sprawling Stellantis today faces the same challenges as its German counterpart Volkswagen: how to reconcile many generalist or premium brands in a very mature European market and where the cake is shared between many gourmets? It is therefore not surprising to see Stellantis going cautiously. Lancia will only launch three models in this decade, and in barely 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 for 50% of online sales for Lancia. A new distribution channel which will also be increasingly used by… Cupra, Lancia’s natural Spanish rival.