The rebirth of Lancia was never going to be conventional. The brand’s history of innovation is such that it was never going to follow the crowd. The desperate need to distance itself from the Ypsilon surely meant a drastic change of tack was needed, and so we have this, the Lancia Pu+Ra Zero, ‘a sculpture, a three-dimensional manifesto that inspires the cars that will arrive between 2024 and 2028’. There will be hundreds of thousands of fans across the globe who sincerely hope that’s true.
There’s going to be three new cars between 2024 and 2028, all electric and all inspired by this manifesto as well as embodying the ‘Puro’ and ‘Radicale’ pillars of Lancia’s new design direction, which you can probably translate. Lancia Pu+Ra Design apparently won’t be typically automotive, taking its cues from fashion, architecture and sports. But with Stratos and Delta history also.
The three models coming will be another Ypsilon, a Delta replacement and a new flagship; this sculpture is said to represent a vision of what all three will be like, but we’re not quite creative or imaginative enough to see that. Apparently the Stratos-esque rear lights will feature on the upcoming Ypsilon. And the ‘soft, flowing lines’ are intended to evoke the Aurelia B20 and Flaminia, because apparently every old Lancia has to be mentioned here. We’re told to expect interiors from the new EVs that recall the Gamma, Thema and Flavia. We’re an 037 away from a full house.
Though it’s easy to be cynical about the future of Lancia, not least with the Delta having gone out of production more than a quarter of a century ago, it’s certainly throwing everything at this rebirth. There’s a lot of talk of sustainability this and ecological that, recycled materials and direct sales. There’s even a new badge for the new era. Luca Napolitano, Lancia CEO, said: “Our Renaissance begins today, with which we want to make the many Lancia enthusiasts around the world dream. Lancia will once again be a desirable, respected and credible brand in the European premium market. The new Lancia starts today!”. Which will be music to the ears of many, if received with cautious optimism. We’re told to expect more, including another video, at Design Week in April 2023.
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