23 May 22
News

Lancia unveils its comeback plan for the European market

Lancia unveils its comeback plan for the European market

Lancia has released more details on its renaissance plan, approved in September last year. Starting in 2024, the Italian brand will re-enter European markets with a brand new Ypsilon followed by an SUV model the size of a Mercedes CLC-Class and a more compact new Delta. Digitalization will spur the renaissance, with half of the sales occurring online.

These three new cars cover the needs of 50% of the European market, but Lancia will relaunch itself in five major markets: France, Spain, Belgium and Luxemburg, The Netherlands and Germany.

The new strategy for Lancia revolves around electrification and sustainability. The plan starts in 2024, when the company launches the new Ypsilon, both as a BEV and as a petrol version. As of 2026, the company will expand into the rest of Europe only launching all-electric models and sales will narrow down to strictly zero-emission cars two years later.

A ten-year window

Within the Stellantis group, the brand wants to make its mark as an innovator in recycled materials. The ambition is to fabricate half of the touchable surfaces from eco-sustainable materials.

CEO of Stellantis Carlos Tavares has granted Lancia - just like the other brands of his group - ten years to prove that it can be profitable in Europe. The brand will plant itself as the elegant alternative from Italy amongst the established premium players. Conquering the fleet market will undoubtedly play a crucial part in that strategy.

Currently, Lancia is only present with the more than ten-year-old Ypsilon in its home country. However, with 43,862 sold units in 2021, the minicar is still doing well. It even outperformed total European sales of sister brand Alfa Romeo (25,964 units) last year. 

Image Source: Lancia

Authored by: Piet Andries