Lancia, which is part of the FCA Group within Stellantis, seemed to have no future not so long ago. Its declining sales numbers and a stagnant range with just one model put its continued existence at risk, and it was only Italians who seemed to have any affinity for the brand.
Stellantis sees Lancia as a brand with some hope and is willing to help it revive and embark on a new era. For a start, the 116-year old company has worked on a new brand vision which takes it into the electric age.
The brand vision has a design vision which was described last November and previewed in the Pu+Ra Zero, a 3-dimensional ‘manifesto’ that will guide the designers of the 3 new Lancia models to be launched between 2024 and 2028. Created from the words ‘Pure’ and ‘Radical’, Lancia Pu+Ra Design is described as a sustainable design language that is intended to ‘last for the next 100 years’.
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