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

“Lancia is now back in Spain, a country that means a lot to the brand, thanks to the love of its people for the Italian style and design and thanks to the importance of the A and B premium segments. We are committed to make of Lancia a desirable, respected and credible brand, having Spain in the top leading positions in Europe.” said Luca Napolitano, the Lancia brand CEO.

Spain is among the 6 European countries out of Italy that will get Lancia back in 2024 with the arrival of the new Ypsilon.
This country has a long lasting positive image related mainly with Rally victories, with famous Spanish drivers on board of successful iconic cars like Delta, 037 and Stratos.
Spain is the third biggest country in Europe in terms of A and B premium segment size and Italian elegance means a lot for this country, with a close cultural affinity of Spain with Italian design and style.

“Lancia is back in Spain. And this is something many people were waiting for since quite a while in the automotive industry. Between 2024 and 2025 we will appoint 16 new dealers in the major Spanish cities, where our customers will reside. They will be living close to the major city centers, be in love with design, fashion and architecture, with an high end educational profile.
I have been building a team of dedicated people in charge of the brand’s Renaissance. And Spain will definitely become one of the main European markets for Lancia, contributing to make Lancia a desirable, respected and credible brand in the premium European segment.” said Borja Sekulits, Stelantis Premium Cluster Director Iberia.
 

The Lancia roadmap
The arrival of Lancia in Germany first and in Spain now 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 other year, 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 use 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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