Lancia is back in Germany with Lancia Pu+Ra HPE on tour

“After the presentation of the new logo, the introduction of the new corporate identity and the launch of the concept car, Lancia is now taking a further step in its Renaissance plan, returning to Europe with the perfectly practical and drivable Lancia Pu+Ra HPE, the brand’s 100% electric manifesto for the next 10 years.
Lancia concept car is on tour in the six European countries involved in the internationalization process of the brand, starting from Germany: another historic step to make Lancia a desirable, respected and credible brand in the European premium market,” said the brand’s CEO Luca Napolitano.

Two were the main criteria for Lancia’s return to Germany: first, the size of the A and B premium segments, in which the German market is in pole position and second, in line with the new distribution model, the online sales attitude, in which Germany covers the third position in Europe.
Lancia has always been a very much-loved brand in Germany, with one of the historical European Lancia Clubs, with 40 years of history and 250 members.
Important is also the link between Germany and the rally sport, dominated by Lancia for many years as well as by German drivers who contributed to the brand’s success. Most of all, the legendary Walter Röhrl, who linked his career to the Italian brand and in the 1979-80 season supported the victory of the World Endurance Constructors’ Championship, competing on board of the Lancia Beta Montecarlo Turbo Group 5, obtaining the first position in two races and winning three rallies in 1983 at the wheel of the iconic Lancia Rally 037.
“Today is a memorable day: I am very proud to announce that Lancia is back in Germany,” stated Niccolò Biagioli, Stellantis Premium Cluster Director, Germany. “Everyone here loves Italy and everything that relates with the Italian culture. In 2022, I was appointed Stellantis Premium Cluster Director, Germany, and since then I have been building a team of people focused on the brand’s Renaissance. Everyone is extremely committed to make Lancia a desirable, respected and credible brand in the premium market. For the launch of the new Ypsilon, we will have 25 dealers and 100 after-sales service points: Germany will become one of the main European markets for Lancia.”
 

The Lancia roadmap
The arrival of Lancia in Germany is another step of the brand’s Renaissance towards its internationalization and forms part of a robust and ambitious roadmap that is moving ahead, in line with Stellantis “Dare Forward” strategic plan.
By the first half of 2024, the brand will have 70 new dealers in Europe in 70 major European cities with the first 40 letters of intent already been signed. The strategy implies a new, efficient and innovative distribution model, with 50% of sales online and a selected number of retailers based on a key concept of Lancia Renaissance: uncompromising quality. The new showrooms will provide customers with a totally immersive experience, both online and offline, recreating a “home feeling” atmosphere, thanks to materials, colors and attention to detail, inspired by Italian architecture and design.
As part of its 10-year strategic plan, Lancia is anticipating the launch of three new models, one every two years, starting in 2024 with the introduction of the New Ypsilon. From 2026, Lancia will only be launching 100% electric models and, from 2028, it will only sell 100% electric cars. The strategic plan will pay great attention to sustainability, as demonstrated by the usage of innovative materials: 50% of the touchable surfaces will be eco-sustainable.
 

Lancia Pu+Ra HPE
Lancia Pu+Ra HPE is the brand manifesto for the next 10 years, a 100% electric concept car that represents the brand vision in terms of design, interior home feeling, sustainability, electrification and effortless technology. It is a drivable car with an unconventional sleek body for maximum efficiency, with a vision in terms of range, charging time & efficiency.
It is the first car of the new Lancia era, a low roof, 4 doors, inspired by the world of Italian interior design, thanks to the collaboration with Cassina, leader in the upscale furniture industry, for a typically Italian home feeling experience.
The name Lancia Pu+Ra HPE comes from Pu+Ra, the new pure and radical design language of the brand, while HPE stands for High Performance Electric. The new Lancia concept car fully embodies the principles of the new design of the brand, where the car volumes are created from the intersection of elementary geometric forms, such as the circle and the triangle, combined with few eclectic details from Lancia heritage, like the Venetian blinds of Lancia Beta HPE.
Lancia Pu+Ra HPE is a car with 70% of touchable surfaces made with eco-sustainable material that expresses Italianess, eclecticism, redesigned tradition and home feeling.
Lancia Pu+Ra HPE is the first car equipped with S.A.L.A. infotainment, which centralizes the audio, climate control and lighting functions, enabling the environment inside the car to be adapted at the touch of a button or by the sound of the voice.
 

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 on 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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