Lancia Renaissance plan proceeds rapidly in Italy

• 160 dealers appointed in Italy, 45 new showrooms ready with the new Corporate Identity, 100 dealers to be completely renewed by the end of the year and 240 dedicated salesmen.
• Lancia Pu+RA HPE will now be on display for the first time for the inauguration of the first renewed Italian showrooms.
   

“Today we take another step ahead in the Renaissance of our brand that is progressing rapidly and showing increasingly tangible signs to have Lancia a desirable, respected and credible brand in the European premium market.
I would like to thank all the dedicated Lancia dealers and salesmen in Italy, for all their work as ambassadors of our Renaissance Plan.
Since the launch of Casa Lancia, our 240 salesmen had the opportunity to liaise directly with each other and with us.
But that's not all. We have just started with a celebratory tour of the first 45 Italian dealerships ready with the new Corporate Identity, where we display the Lancia Pu+Ra HPE concept. The entire Lancia distribution network will be renewed in terms of identity by the first half of 2024 in Italy and abroad, for the arrival of the new Ypsilon!” said Luca Napolitano, CEO of the Lancia brand.

“In September and October, the Italian tour of Lancia Pu+Ra HPE will visit 7 regions, a total of 13 cities, and the concept car will be on display at dealerships that have adopted the new Corporate Identity. I’m proud to be part of this team and this ambitious project that will bring Lancia into the premium market in Europe. We're ready!" stated Raffaele Russo, Managing Director of Lancia Italia.
 

Casa Lancia, the official community for the dedicated and certified salesmen
After the first appointment in July, a few days ago Casa Lancia’s second event was held, attended by 240 salesmen who had the opportunity to participate in a digital talk with the CEO of the Brand, Luca Napolitano, with the Managing Director of Lancia Italia Raffaele Russo, and with all the other members of the community.
Casa Lancia, the community of dedicated and certified Italian Lancia salesmen, was created with the aim of becoming a direct and authentic link between dedicated Lancia salesmen and the brand, where everyone can comment and share their opinions.
The Casa Lancia community is part of a broader process to renew Lancia sales force in Italy, which is now formed by salespeople dedicated to the brand and certified through training activities at various levels that ends in September 2024 with the precise aim of having salesmen now even more crucial, and to offer end customers a premium and immersive experience.
 

The new Lancia Corporate Identity
The new Corporate Identity has already been rolled out in 30% of the Italian network and, by the end of the year, will cover it in full.
The new Corporate Identity embodies the four pillars of Lancia’s ten-year strategic plan: quality, electrification, sustainability and an innovative sales model, aiming to provide the customer with a premium shopping experience.
A new Brand Experience for customers that will be increasingly inclusive and premium once they enter the dealership, beginning their journey of discovering the world of Lancia. The customer experience starts outside the new dealerships, characterized by a clear and harmonious architectural language and the presence of an elegant Italian marble totem. All this is in the name of Italian elegance, which is also recalled inside the dealership: customers are welcomed in a reception area dedicated to Lancia, known as SALA, where they can find one of the brand’s experts at their service. All the furnishings are the result of a meticulous process of selection, serving as proof of Lancia’s attention to detail and offering an authentic “home feeling”, typical of an Italian home. The use of prestigious materials and the alternation of light and shade are enhanced by the presence of Cassina furnishings. The collaboration between two outstanding exponents of Made in Italy is based on shared values, such as Italian spirit, innovation, tradition and respect for the environment. Lancia’s new showrooms thus come across as genuine living rooms, as elegant and welcoming lounges, designed for the well-being of their inhabitants, in absolute Italian style.
 

The Corporate Identity in figures
45 new dealers have already adopted Lancia’s new Corporate Identity, spread out across 13 regions. A widespread presence with 45% in the North, over 30% in central Italy, and 25% in the South. By the end of 2023, 100 dealers will have been completely renewed.
In the first quarter of 2024, the implementation of the new Corporate Identity will begin beyond Italy; it will be completed by the middle of next year, with the launch of the new Ypsilon.
Abroad, where the first 60 letters of intent have already been signed, there will be a greater focus on online sales channels, whereas it will vary on a case-by-case basis in Italy: customers can embark on their customer journey comfortably from home, accessing the configurator, and then continue within the physical showroom with the professional support of dedicated and certified salesmen.

Simona Magnarelli: +39 366 6729414
simona.magnarelli@stellantis.com 

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Lancia
With almost 117 years of history, Lancia represents timeless Italian Elegance, a brand that made people around the globe dream, thanks to its iconic vehicles: the elegant Flaminia and Aurelia B24 Spider, the high-performance Delta, Stratos and 037, the eclectic Fulvia, the Beta HPE and many others.
Lancia is now ready to start its Renaissance with a 10-year strategic plan that is now moving ahead in leaps and bounds.
Innovation and timeless design have always been the founding principles for the brand. And now sustainability, customer centricity and social responsibility have also become essential, because Lancia is determined to look to the future with great commitment and ambition.