Lancia Gamma, a new Lancia… why?

We basically have nothing against Lancia, but the relentless pursuit of the brand leaves us a bit puzzled.

In the Stellantis galaxy, you have 4 Italian brands. Fiat the popular one, Alfa Romeo the sporty one, Maserati the exclusive one, and Lancia…

This summarizes well the recent history of this brand that should have disappeared a thousand times over. No clear positioning and especially a future vision that has been repeatedly changed yet remains unclear. Proof of this is the new Lancia Gamma, which will be both electric and hybrid, without any technological bias. It will be a SUV with a dynamic line. So a Coupe SUV or a raised sedan, once again consensus, but no boldness. Using the famous multi-energy STLA Medium platform, it promises to adapt to “all types of needs.” We could have hoped for a bold turn, but it mainly follows the general market trend.

The brand emphasizes its attachment to Italy, with a production of the Gamma “100% made in Italy” at the Melfi factory starting in 2026. A factory in operation since 1993, already well known for the many SUVs it has produced, such as the Fiat 500X and Jeep Renegade, followed by the Peugeot 3008/5008 and Opel Grandland. The STLA Medium platform is king there and really used in all its forms.

So, there is indeed the announcement of Lancia returning to rally with a Ypsilon HF. An attempt to revive a glorious past, but with a customer racing approach that has already been weakened thanks to the good care of cousin Peugeot. The lion-brand is booming with its 208 Rally4, which has been exported to America thanks to the combined efforts of Peugeot Sport and the FJ Team of the Galpin family. Worse still, the French manufacturer launched the Peugeot 208 Rallye, eligible in all European competitions and available at the crazy price of 38,900 euros excluding VAT. And Peugeot’s customer racing service is a bit more reassuring than Lancia’s motorsport division.

Anyway, nothing particularly new and a lot of noise for a new Gamma that brings nothing fundamentally new. We are far from the golden age of the brand.

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