Lancia relaunch revealed

Lancia has revealed plans for its new era with a concept design and a new logo. Lancia’s new ‘Pure and Radical’ design language (dubbed ‘Pu+Ra’) will guide three new Lancia models, due to arrive between 2024 and 2028, and “define Lancia style for the next 100 years,” says the company. The Pu+Ra Zero concept is a “three-dimensional poster” whose flowing lines are said to recall those of the Aurelia B20 and Flaminia. The T-shaped ‘chalice’ grille features three LED bars, while circular, hollow taillights – which take inspiration from the Lancia Stratos – will reach production on the new Ypsilon, due in 2024.

Future Lancia cabins will be created in partnership with Italian design firm Cassina, drawing inspiration from Italian furniture design; the first concepts will be shown in April 2023. Lancia has also revealed a new logo which will debut on the 2024 Ypsilon, as well as a new font for the Lancia nameplate. The three new models are the all-new Ypsilon, due in 2024, followed by a reborn Delta and a new flagship, likely to be called Aurelia. The Ypsilon will be based on the Stellantis STLA Small electric platform, as used by the Peugeot e-208. By 2028, Lancia will be a pure-electric brand. The new models will be sold not only in Italy but in four other European markets, expected to include France and Germany, but sales in the UK have not been ruled out. Lancia CEO Luca Napolitano commented: “Today is the beginning of the new Lancia [which] will once again be a desirable, respected, and reliable brand in the European premium market.”