The Great Return of Lancia in France

Lancia has confirmed its return to the French market during the presentation of the Pu+Ra HPE concept at the Italian Embassy in Paris.

After several missteps, we thought the Italian brand was on a slippery slope to extinction, but France is one of the 6 European countries outside of Italy that will see Lancia’s return in 2024 with the launch of the new Ypsilon.

The arrival of Lancia in France is part of a roadmap aligned with the strategic plan “Dare Forward 2030” of the Stellantis alliance. By the first half of 2024, the brand will have 70 new dealerships across Europe in 70 major European cities. The first 40 letters of intent have already been signed. The strategy involves a new distribution model with 50% of sales conducted online and a selected number of dealerships. The brand’s revival aims to create an atmosphere “like at home” through materials, colors, and attention to detail inspired by Italian architecture and design. A promising project which, hopefully, will not face the challenges of a nearly saturated market.

As part of its ten-year strategic plan, Lancia plans to launch three new models, at a rate of “one every two years,” starting with the New Ypsilon in 2024. From 2026, Lancia will only introduce 100% electric models, and starting from 2028, it will sell only 100% electric cars. The ecological lesson seems well learned, as 50% of touchscreen surfaces will be made from sustainable materials.

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