The future of Lancia, linked to electric cars, will be an opportunity to relaunch one of the historic brands of the Italian automotive industry. From its roots, a path will draw inspiration which, through elegance and beauty, will expand the offer of vehicles from 2024 to 2028
November 29th
– Venaria Reale (TO)
Lancia’s future begins with the new logo. One of the historic brands of the Italian automotive industry which in its best years contributed to exporting the elegance, style and beauty that characterized a bygone era. The new symbol, presented in the splendid setting of the Reggia di Venaria Reale (Turin), starts the process of relaunching Lancia because electrification is a good opportunity to give new impetus to sophisticated taste, in search of fearless style drawing inspiration from its own roots but without neglecting future prospects. And if it’s still too early to find out what the Lancias of tomorrow will look like, a “taste” of what will be replicated on the next cars is given by the Pu+Ra Zero manifesto. An exercise in style, conceptually close to a sculpture, which already brings with it some elements that will be re-proposed starting from the next Ypsilon. Because the new era of Lancia has a precise start date: 2024.
New Lancia logo
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It pays tribute to the past but recalls a new concept of mobility. Modern and contemporary but close in content and image to 116 years of history. Inspired by the 1957 emblem yet dedicated to the cars of 2024. The new Lancia logo was created with the aim of capitalizing on the heritage of the past to make it desirable in the near future. All the main elements remain present: steering wheel, spear, shield, flag, signature. But they are reinterpreted with a contemporary and therefore cleaner, linear, less angular but effective style. Even the tone of the “Lancia” lettering changes and approaches the more fluid ways of digital communication, of the virtual image, almost stylized but still recognisable, unmistakable. The shades of gray and blue will remain present in continuity with the recent past of the Turin brand. Certainly its debut on the next Lancia Ypsilon, expected in 2024. A car around which the mystery remains, except that it will be about 4 meters long and will reinterpret the definition of elegance according to Lancia knowing how to speak and trying to conquer a wider audience.
Lance Pu+Ra Zero
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Pu+Ra Zero is the crasis between the words Pura and Radicale. They will be the concepts around which the new Lancia stylistic course will develop. Pure because the shape of elegance, the taste for refinement and references to the past will be a continuous source of inspiration. Radical because they will have to be interpreted with the methods and tones of electric mobility, a turning point but also an opportunity to write a new chapter in Lancia history. Pu+Ra Zero from a style exercise becomes a design manifesto: many of the elements that have been anticipated here will be present on future cars. From the Ypsilon expected in 2024, moving on to the new flagship in 2026 up to the rebirth of the Delta in 2028. The whole strategic plan, in terms of style and image, revolves around the dimension that Pu+Ra Zero is previewing. And while it takes a little imagination to replicate such features on a production car, the artistic provocation is compensated by some details that are sure to be present on future cars. The goblet-shaped luminous grille, the disappearance of the shield on the front bonnet, replaced entirely by the word “Lancia”, the logo moved to the “C” pillar and the round-shaped rear lights inspired by the Stratos. A future that looks to the past, recovers Lancia heritage and heritage to reinterpret them and become a global brand. With the launch of the new Ypsilon in 2024, Lancia will return to 5 European markets and then expand to the rest of the world.
November 29, 2022 – 2.16 pm
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