- Today, Lancia confirms its relaunch plan in Europe, with the appointment of the first 40 retailers in six countries.
- The relaunch plan outside Italy includes the opening of 70 new retailers in 70 major cities by the first half of 2024.
“Today marks another step forward in Lancia’s Renaissance to make it a desirable, respected and credible brand in the European premium market. After announcing the 10-year strategic plan, presenting a new logo and applying the new Corporate Identity in the first Italian showroom, we met in Turin all the potential new retailers, to whom we presented our strategy and internationalization plan. And now, Lancia has appointed the first 40 retailers in six countries: Spain, France, Germany, the Netherlands, Belgium and Portugal. These will be the first markets where Lancia will “land”, with the arrival of the New Ypsilon,” said Luca Napolitano, CEO of the Lancia brand. “By the first half of 2024, we intend to appoint 70 new retailers in the same number of European cities. Ours will be an innovative distribution model characterized by uncompromising quality: a selected number of retailers, with no need for large showrooms. The intention is to maintain a high level of quality, both online and offline. Today, Lancia is writing another chapter in his history as we look forward to the next event…”.
The internationalization process
The new Lancia network starts here: a further step in the process of internationalization of the brand, which has adopted some main criteria for selecting countries and their distribution network. The first is love and passion for the “Made in Italy”, with Spain, Belgium, France and Portugal taking the top spots. The second is the volume of online sales, with the Netherlands and Germany in pole position.
The process of revamping the distribution model began with the presentation of the new Corporate Identity at the Milan flagship store. This change will be completed throughout the Italian and foreign network by the first half of 2024, for the launch of the New Ypsilon.
The new, efficient and innovative distribution model involves a selected number of retailers and is based on a key concept of the Lancia Renaissance: uncompromising quality. The new showrooms will provide customers with a totally immersive experience, both online and offline, recreating a “homelike feeling” using materials, colors and attention to detail inspired by Italian architecture and design.
The Lancia roadmap
Lancia has a robust and ambitious roadmap, where rapid progress is being made as envisaged by the Stellantis “Dare Forward” strategic plan. The aim is to make Lancia a credible, respected and desirable brand in the European premium market, resting on three fundamental pillars: electrification, quality and sustainability.
Lancia’s 10-year strategic plan envisages the introduction of three new models, one every two years, starting in 2024 with the introduction of the New Ypsilon. From 2026, Lancia will only be launching 100% electric models and, from 2028, it will only sell 100% electric cars.
The strategic plan will pay great attention to sustainability, as demonstrated by the use of innovative materials: 50% of the touchable surfaces will be eco-sustainable.
