The New Lancia Corporate Identity starts from Milan

• The first Lancia showroom with the New Corporate Identity opened in Milan in Via Gattamelata inside the “Stellantis & You” dealership with a new logo, a new script and a home feeling mood, thanks to innovative materials, elegant colors and precise attention-to-detail.
• The goal of the New Corporate Identity is to have a customer-centric approach and provide visitors with a tailored and immersive experience, both online and offline, which allows them to discover the brand vision of the future of mobility, fully consistent with the brand values.
• Lancia New Corporate Identity will be applied to the entire Italian and foreign dealer network by mid-2024 for the launch of the New Ypsilon.
   

“The New Lancia Corporate Identity starts from Milan and by the end of this year will be implemented on 50% of the Italian sales network. In one year from now, it will be launched abroad to complete the process in time for the launch of the New Ypsilon, by mid 2024.” said Luca Napolitano, Lancia brand CEO.
“The new Corporate Identity reflects the four pillars of Lancia 10-year strategic plan: quality, electrification, sustainability and an innovative sales model that ensure a tailored customer experience. We are ready to welcome our clients into our new showrooms, elegant on the outside and welcoming inside. We want to give them a user-centric and immersive experience, both online and offline, recreating a home feeling atmosphere through materials, colors and attention-to-detail which are inspired by architecture and Italian interior design.”
 

The elements of the new Lancia Corporate Identity
The new Lancia concept store embodies all the brand's core values with a special focus on the Italian elegance. The dark color on the modern exterior façade highlights the large, bright windows and the new Lancia lettering which is placed prominently at the entrance. The new font, which was launched during Lancia Design Day, was inspired by the fashion industry, an Italian excellence closely linked with the history of the Lancia brand. The new lettering “designs” the future of the brand and makes it desirable, long-lasting, and always contemporary.
The new concept store is enriched by a large vertical totem which supports the new Lancia logo, a symbol of the new era of the brand and signing its entry into the electric mobility era.
The combination of light and dark colors and the use of fine material, perfectly express the premiumness of the brand and make the showroom concurrently resemble an authentic and exclusive Italian house. The “residential” approach of the facility is enhanced by the flowerbeds surrounding the building, and the outdoor areas become another clear example of Lancia focus on the environment and sustainability.
Once inside the store, the customer starts a journey of exploration of the world of Lancia, being surrounded by carefully selected furnishings that reflect the brand desire to offer an authentic and typical Italian home feeling atmosphere.
The natural light entering through the large windows highlights the cars displayed at the center of the showroom, as if they were beautiful sculptures to be admired in every single detail.
Finally, the areas set up for the consignment of the purchased car and the After Sales areas are perfectly consistent with the principle of welcoming the customer into a cocooning atmosphere.
 

A road map for an efficient and innovative sales network
After the flagship store in Milan, the renewal of the distribution network will continue in the second quarter of 2023 in other Italian cities. The target is to involve at least 50% of the Italian network by the end of 2023, to reach 100% by Q2 2024, concurrently with the launch of the New Ypsilon, the first car of the new era of the brand.
The implementation of the new Corporate Identity will start abroad in the first quarter of 2024 and end by mid 2024 with 70 points of sales in more than 60 European cities, in conjunction with the stores of Stellantis’ premium brands.
These are exclusive point of sales, capable of guaranteeing the perfect combination of digital and physical purchasing modes. Out of Italy, the major focus will be on the online sales channel, while in Italy it will vary on a case-by-case basis. Customers will be able to start their customer journey from the comfort of their house, by accessing the car configurator and then continuing inside the actual showroom with the professional support of the relevant salespeople.

Lancia
With 116 years of history, Lancia represents timeless Italian Elegance, a brand that made people around the globe dream about, thanks to its iconic vehicles: the elegant Flaminia and Aurelia B24 Spider, the performing Delta, Stratos and 037, the eclectic Fulvia or 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 as well become essential, because Lancia is determined to look to the future with great commitment and ambition.

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Turin, February 6, 2023