Lancia is back in Belgium, and was indeed also present at the Brussels Motor Show with the New Ypsilon hybrid & full electric. The Ypsilon Rally4 HF was also showcased, marking the return of Lancia in Rally in 2025. The HF took a central place on the Lancia stand, and as it was developed and fine-tuned by Miki Biasion, the motorsport legend and World Rally Champion with Lancia. Miki was also present at the Belgian event.

The HF Rallye version wans unveiled on the Lancia stand at the 101st Brussels Motor Show…

The renaissance of Lancia is very important for Stellantis, and a well balanced internationalisation process is under way. It is an essential part of of Lancia’s Renaissance, which includes an initial network of 70 new showrooms in 70 major European cities.

Charles Fuster presenting the Lancia Ypsilon HF on September 10th last year in Aartselaar…

The first markets involved are France, Spain, Belgium-Luxembourg, the Netherlands, and, by 2025, Germany. All of these showrooms will feature the brand’s new corporate identity, which reflects the four pillars at the foundation of its strategic plan: quality, electrification, sustainability, and an innovative sales model.

Lancia celebrated its return to Belgium-Luxembourg last September with the inauguration of six showrooms in Aartselaar, Overijse, Kortrijk, Ghent, Gilly and Bertrange, and the recent addition of locations in Drogenbos, Hasselt, Namur and Herstal. as well as 14 service points. Your servant was present at the inouguration in Aartselaar, and you find my report in our columns.

Reason enough for us to have an interview with  Charles Fuster, VP Global Marketing and Communication.

Hans Knol ten Bensel

HKTB: My question turns around the strategy of the brand in the coming one or two years.

CF: When we started with saying “Lancia is Back” three years ago, we said that we have three pillars for this comeback. First of all, there is the product line up. And we are keeping our promises, with the introduction of the Ypsilon, and after six months we launched the HF version, which you see here on our stand in Brussels. The return is super positive, by journalists and the public.

Lancia goes with its new Ypsilon from mainstream to premium…

The further product is the Lancia Gamma, which will roll of the production line in our factory at Melfi. It will come in 2026. The second pillar is to build a new brand identity, we have now 160 new showrooms in Italy, all refurbished. Back in the day Lancia was presented in a corner in the showroom, now we have a dedicated showroom and dedicated sales people.

The elegant Ypsilon at the Brussels Motor Show…

The third pillar was then to launch Lancia in Europe. This is our internationalisation process, and in November we have officially relaunched Lancia in Belgium, the Netherlands, France and Spain.

HKTB: What will you do in 2025?

CF: This year, it will be the first full year of the Ypsilon, and the HF which will hit the market this spring and summer. With this car, we are back into Rally Motorsport. We start in Italy in April, with the Italian Cup, next year the European Championship, and at the end of 2025 we start getting ready for the launch of the new Gamma.

HKTB: What do you expect for the Ypsilon in the Belgian market?

CF: The Belgian public loves Italy.  They also love cars and motorsport. When you put Italian cars in the rally scene, you end up with Lancia, so our ambition is quite strong here. I think we can do well, 10 years ago we were doing well in Belgium, so we expect the same results more or less.

HK: Thank you very much for this interview!

Hans Knol ten Bensel