Luca Napolitano opens the doors of Casa Lancia, another step ahead in the Renaissance of the brand

• Today, Luca Napolitano, Lancia Brand CEO, opened “Casa Lancia,” the first exclusive online communication channel for a dedicated and certified Italian Lancia sales force.
• “Casa Lancia” is another step ahead in the Renaissance of the Lancia brand and is the first of a series of initiatives of the new brand experience by Lancia.
   

“Today we take another step ahead in the Renaissance of the Lancia brand,” stated Luca Napolitano, Lancia brand CEO, “which is moving ahead rapidly and showing increasingly tangible signs of becoming a desirable, respected, and credible brand in the European premium market. Indeed, today marks the opening of Casa Lancia, the first exclusive online communication channel for the 240 dedicated and certified Italian Lancia salesmen.
And thanks to Casa Lancia, each salesperson will have the opportunity to ask questions, engage with the entire team, and explore different topics together, creating a true community based on authentic and shared values and objectives. But that’s not all. A new brand experience is underway, in which the customer is placed right at the center of our Renaissance journey and is welcomed into a premium environment, both offline and online. Indeed, we have a new corporate identity that is already visible in 40 new Italian dealerships, and at the same time we have a completely revamped new website, with a strong focus on online sales. Lancia is back and its relaunch journey is becoming more real every day!”, stated Luca Napolitano, Lancia brand CEO.
 

Casa Lancia. The exclusive channel for the brand's dedicated and certified sales force
Luca Napolitano today opened Casa Lancia, an online communication channel reserved to the community of dedicated and certified Italian Lancia salesmen. During the initial phase and until the launch of the New Ypsilon, the channel will be managed directly by the brand CEO, a clear sign of how important the coming months are in the brand's journey towards a premium positioning.
Casa Lancia aims to create a direct and authentic connection with the community, where everyone can comment on news, give an opinion, and share ideas with the brand's CEO and all the other members of the community, with the certainty of getting a reply within 72 hours!
The opening of Casa Lancia 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. Training begins this month (July) and 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.
 

A new brand coordinated image
Following the introduction of the new logo and of the brand design language, Lancia is now introducing guidelines for a new coordinated image, for internal and external use, regarding the application of the entire Lancia Corporate Identity (e.g. logo, lettering, colors, images, and all other graphic elements).
 

Rollout of the new corporate identity
After the opening of the first pilot showroom in Milan last January, the new Lancia Corporate Identity is progressing taking shape.
The new Lancia corporate identity reflects the four pillars part of the brand's ten-year strategic plan — quality, electrification, sustainability and an innovative sales model. The aim is to provide a premium shopping experience to the end customer, with a clear touch of Italian elegance that alternates light and dark shades and the use of premium materials.
To ensure an even more immersive experience, once inside the store, the customer begins its journey to discover the “world of Lancia”, surrounded by carefully selected furnishings that offer an authentic, typically Italian “home feeling,” made possible thanks to the Italian brand Cassina.  The entire ambience is enhanced by natural light that enters through the large windows and highlights the cars on display, as if they were beautiful sculptures to be admired in every detail.
 

A new website
A new Lancia website is now live for Italy and will be available in other European countries starting from October, featuring a renewed style that perfectly reflects the mood of the new Lancia, thanks to images with higher expressive power, designed for customers who love products “Made in Italy”, for their elegance, innovation and sustainability. The interface is simpler and more intuitive, emphasizing transparency and clarity, with comprehensive information and easy-to-use car configuration options with just a few clicks, to be fully in line with the brand’s values and to focus as much as possible on online sales. The website URL is www.lancia.it

Silvia Cassani, Lancia Communications silvia.cassani@stellantis.com
 

Lancia
With 116 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 very quickly.
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.

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Turin, July 11^th, 2023