The first new-generation Lancia will arrive in mid-2024 and will be the Ypsilon’s successor, but the handover between the first and second eras in the history of the Turin-based brand is already under way: it begins with a renewed brand image or “Corporate Identity”, as it is officially defined, which Stellantis launched in the showroom of Via Gattamelata in Milan, whilst also presenting the latest slight update of the current model. The layout expresses the new visual and customer approach philosophy from which Lancia intends to restart, and will gradually be extended to the Italian and international network between now and the launch of the all-new Ypsilon. The central element is the logo, unveiled last November together with the Pu+Ra Zero concept, a stylistic manifesto of the brand’s future, and accompanied by new “Lancia” lettering, a combination with an impact that is classic but also hints at the digital age.
The exhibition space follows suit by focusing on this contrast from the modern, minimalist architecture, with dark colours but large windows and green areas around it. The interior décor is sober with lighter, warm and welcoming tones and refined yet sustainable materials such as wood. A large central totem pole in white marble supports the logo, while the décor is complemented by design objects and car stations that recall the pedestals used for works in art galleries, thus enhancing the very image of the products that will have design as their first strong point.
For Luca Napolitano, CEO of Lancia, the key values expressed here are four: “Quality, electrification, sustainability and an innovative sales model that will ensure a premium buying experience for the customer. We are ready to welcome customers to our new showrooms, that are smart on the outside and welcoming inside, to give them a user-centric and immersive experience, both on-line and off-line, recreating a home feeling through materials, colours and attention to detail inspired by italian architecture and interior design.”
