Lancia is officially back!

“The new era of Lancia starts today,” says CEO Luca Napolitano in a passionate statement to the world. 

“Today is the beginning of our Renaissance that will amaze Lancia fans all over the world. Lancia will once again be a desirable, respected and reliable brand in the European premium market. Today is the beginning of the new Lancia!”

Yep, Lancia is back for a new electric era having spent years just churning out Ypsilons. It’s safe to say we’re a little bit excited here at TG Towers. 

First order of business for the now Stellantis-owned firm is a new logo. You can see it in the images above, with most of the inspiration apparently coming from the old 1957 iteration of the brand identity. We’re told this new look “represents an authentic jewel” and that it is “capable of expressing innovation, premiumness and Italian-ness with a touch of eclecticism, given by the asymmetrical lance".

We’re also told that this new logo will appear on a new Ypsilon, a new Delta and a new, as-yet-unnamed Lancia flagship that’ll all arrive between 2024 and 2028. Again, this is very exciting indeed. 

Oh, and see that strange floating spaceship/sculpture thing above? That’s called the Lancia Pu+Ra Zero. That’s a ‘three-dimensional manifesto’ of Lancia’s future design direction, which combines the words ‘pure’ and ‘radical’ whilst apparently also drawing on influence from the old Aurelia, the Flaminia, the Stratos and the Delta. Nice. As a quick example of that – those Stratos-style round rear lights will appear on the new Ypsilon.

Are you ready for an all-new era of Lancia?

TEXT Greg Potts