Luca Napolitano drives Lancia Pu+Ra HPE towards the brand’s Renaissance in Europe

“Today, we take another step ahead in the journey of Lancia Renaissance. Lancia is the brand of beautiful Italian cars, of the flagships of the Heads of State and of the winning rally cars from the 70s to the 90s. Lancia Pu+Ra HPE, the first car in our new era, is a true Lancia inside and outside. It embodies all those elements that made the brand’s famous all over the world: purity and radicality, elegance and brutal geometries.
Lancia Pu+Ra HPE provides a clear indication of how the new Lancia cars will be, in terms of design, innovation and technology. Plus, as a result of the collaboration with Cassina, with whom we share over a century of history and value, such as Italian style, sustainability and innovation, driving Lancia Pu+Ra HPE becomes a real pleasure and feels like sitting in your own living room!
Even more so, Lancia Pu+Ra HPE is now arriving in Europe, that is another historic moment. In May 2022, we appointed five Brand Managers for the countries involved in the international relaunch process, with Portugal added on later. We unveiled the new logo at the Lancia Design Day, introduced the new Corporate Identity in February 2023 and launched the concept last April, during the Design Week in Milan. And now, Lancia Pu+Ra HPE is moving to Europe as the first car in the brand’s new era: Lancia is back and the concept is the living proof of this!”, stated Lancia CEO Luca Napolitano.

On air now, the video of the brand’s CEO Luca Napolitano at the wheel of Lancia Pu+Ra HPE, the brand’s 100% electric manifesto. A perfectly drivable model with a streamlined, efficient and aerodynamic body, Lancia concept car embodies the brand’s vision for the next 10 years, in terms of timeless design, the “home feeling” in the interior, sustainability, electrification and technology.
The video has been released concurrently with a crucial step in the brand’s relaunch out of Italy. Lancia Pu+Ra HPE’s tour in Europe in the upcoming weeks will give enthusiasts the opportunity to see the brand’s vision for the next 10 years up close and personally: the concept will indeed be unveiled to markets involved in the brand’s process of internationalization, to renew its desirability, respectability and credibility in the European premium market.

The Lancia roadmap
Lancia has a robust and ambitious roadmap, where rapid progress is being made as envisaged by the Stellantis “Dare Forward” strategic plan. The aim is to relaunch the brand internationally by relying on three fundamental pillars: electrification, quality, and sustainability.
After the many important chapters that have been written in the past two years, Lancia renaissance plan now continues with the brand’s actual entry into the six countries part of the first steps in the relaunch plans outside Italy: by the first half of 2024, the brand will have a presence in Europe with a network of 70 new dealerships in line with the number of major European cities. The journey has been moving ahead in leaps and bounds since the first few months, with the first 40 letters of intent that have already been signed. The process of revamping the distribution model will be completed throughout the foreign network in time for the launch of the New Ypsilon; the model is then expected to achieve 50% online sales.
The new, efficient and innovative distribution model involves a selected number of dealers and is 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” using materials, colors and attention to details inspired by Italian architecture and design.
As part of its 10-year strategic plan, Lancia envisages the introduction 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 use of innovative materials: 50% of the touchable surfaces will be green.

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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