Stellantis has announced plans to relaunch Lancia as an EV-only brand, through which it will release three new EVs between 2024 and 2028 – a new Ypsilon, a new Delta, and an unnamed flagship model. The news was shared at the Lancia Design Day, held at a royal residence in Venaria, Italy, where the brand outlined the broader scope of its revival – including a new logo, design language, a ten-year strategic plan, and a 3D sculpture designed to preview its new EVs.
Taking inspiration from its 1957 logo, the new Lancia logo will feature on all three of its upcoming EVs. Made of aluminum and intended to express Lancia’s new graphic codes, the new logo was developed with technologies used by the industry. The brand has said that the logo forms an integral part of its new corporate identity, which will be seen in its European dealerships as well as its offline and online communication materials. Described as Progressive Classic, the new logo also reworks elements seen in its prior iterations – with added extrusion to some elements that represent the brand’s leap towards the future. One of these elements is the logo’s lettering, which utilizes a new font inspired by the Italian fashion industry.
At the base of Lancia’s new EVs is Pu+Ra Design – the brand’s new design language. Standing for Pure and Radical, it will be used as a foundation for the interior and exterior design attitudes of new Lancia vehicles. Here, the brand is looking to build cars that keep sustainable design practices, such as the inclusion of sustainable materials, a top priority while ensuring they are built to last. The language will also leverage successive layering – a technique that adds and intersects various shapes before combining them with a variety of details. The new language’s approach to interior design stems from Italian furniture, utilizing simple geometries that aim to resemble the design and experience of Italian living rooms. A new partnership with Cassina, an Italian design company, will help it achieve this goal. Further inspiration for the brand’s new interiors will come from its Gamma, Thema, and Flavia models – with the brand looking to continue their simplistic, technology-focused, approach to design. Lancia expects its new design language to inform the development of new vehicles over the course of 100 years.
In conceptualizing what its future EVs could look like, Lancia unveiled Pu+Ra Zero – a three-dimensional structure acting as a manifesto that will inform the design and development of these new vehicles. In extending the Progressive Classic identity of the new logo, the front of the sculpture features a reinterpretation of the brand’s “calice” grill – which is projected further by three rays of light. This calice will carry over to all three EVs, serving as key identification feature on each model. The new lettering serves similarly, placed above the calice and representing Lancia’s shift to electrification. A circular roof seen on the structure is composed of fluid lines that pay homage to Lancia’s Aurelia B20 and Flamina models, while allowing natural light into the vehicle interior. The rear of the sculpture features round taillights that are inspired by the Stratos model and will be seen in the new Ypsilon. Between the lights is the new lettering, while the brand’s new logo features on the side of the sculpture.
The brand is looking to carry out operations through Lancia Renaissance – a ten-year strategic plan tied with Stellantis’ wider Dare Forward strategy for 2030. Through the plan, the brand is looking to exclusively sell EVs in 2028, following the launch of the final model in its trio of newly announced vehicles. From 2024, it will launch a new EV every two years, with each one targeting a different segment, and all three working together to cover 50% of the automotive market. In committing to its vision for sustainable design, Lancia is aiming for 50% of the new Ypsilon’s touchable surfaces to be ecological. The plan also incorporates a series of business goals – including plans to create an efficient distribution model, supported by 100 showrooms in Europe and a developing partnership network in Italy, and a shift towards online sales. Ultimately, through the plan, Lancia is aiming to build its new brand into a credible, respected, and desired player in Europe’s premium vehicle segment.