Lancia launched last week a ten-year strategic plan, which includes three new models, one every two years, starting in 2024, for an attractive and iconic model range to cover 50% of the market.

The plan will begin in 2024 with the new Lancia Ypsilon, which will be around 4-meters long, belonging to the B segment and will be launched with a 100% electrified powertrain. In 2026, the new flagship will arrive, 4.6-meter long and will allow the brand to enter into the largest segment in Europe. 2028 will be the year of the new 4.4-meters long “Delta”, a sculpted and muscular car, with geometric lines, which will attract car enthusiasts throughout Europe.

These three new models will cover 50% of the market and will have the duty to contribute to the improvement of Stellantis performance in its premium and luxury cluster, as laid out in the “Dare Forward 2030” Stellantis strategic plan.

Lancia’s ten-year plan has also a clear electrification strategy: from 2026 the brand will only launch 100% electric models and from 2028 will solely sell 100% electric models.

In addition, a wide use of innovative materials will make Lancia the Stellantis brand with the highest percentage of recycled material, with 50% of touchable surfaces made from eco-sustainable materials in order to contribute to building a better world for future generations.

Inside the new vehicles, Lancia customers will be welcomed in a typical Italian elegance style. Inspired by the exclusive materials of its past iconic vehicles, like the Gamma, Thema and Flavia, the next-generation Lancia vehicles will provide a comfortable environment with simple and intuitive on-board technology which is in line with its DNA.

The S.A.L.A., Sound Air Light Augmented (sala in Italian means living room), will be a minimalist and intelligent virtual interface which will give the customer total control of the vehicle’s cabin from the sound system to the air conditioning and lighting, with the use of a single button.

Lancia also introduces an innovative distribution model with 50% of online sales, and will establish a presence in 60 major cities with a network of 100 dealerships.

In unfolding the country strategy outside Italy, Lancia uses three criteria:

The first is love and passion for the “Made in Italy”, with Spain, Belgium and France leading the way.

The second is the relevance of online sales, with The Netherlands and Germany in pole position.

The third is the dimension of the B premium segment, with all these countries ranking in the top five.

These five countries represent the first step in the internationalization process of the brand, which will be present in Europe in and 50% of sales online.

 More Lancia news soon!

Hans Knol ten Bensel