Lancia wants to become the Mercedes-Benz of Stellantis

Lancia wants to become the Mercedes-Benz of Stellantis


As we have commented on more than one occasion, Stellantis, the grouping of the FCA and PSA groups, wants to become the largest conglomerate of brands in the world and its objectives include the return of the Lancia brand, which will play a very important role.

As they have published in Automotive News Europe, Lancia will seek profitability on volume to ensure the long-term survival of the brand within the framework generated by Stellantis and beware, because according to Luca Napolitano, the brand will try to imitate one of the greats of Europe and the world.

Although they have not offered names, it seems that Stellantis will try to replicate with Lancia the same thing that he does Mercedes Benz.

In recent years, Lancia has retired from a past riddled with world rally titles Y iconic car models like the Delta to a single model, the Ypsilon, in a single market, Italy.

Lancia delta

Some analysts have considered Lancia as one of the less strategic brands within StellantisBut the truth is that if you are looking to throw away history, Lancia offers a perfect foundation and legacy for a premium brand.

Luca Napolitano has presented a 10-year plan to the CEO of Stellantis, Carlos Tavares, to relaunch Lancia, based on three new models: the new Ypsilon in 2024, both hybrid and electric, a compact crossover for 2026 followed by a compact hatchback. Apparently all will be 100% electric starting with the Ypsilon.

According to plans, volumes are important for Lancia, but its objectives will focus on profitability rather than volume.

Lancia, which together with Alfa Romeo and DS was grouped in the Stellantis brand group that cooperated in the premium market, needed to continue on the high-end path.

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While Alfa Romeo and DS are global brands, Lancia’s goal will be to focus on Europe, initially targeting Germany and France, where electrification is being implemented more quickly to later address countries such as Spain, Belgium, Austria and the Nordic countries.

According to Napolitano, Lancia’s 10-year plan does not include expansion outside of Europe as it needs credibility in the premium segment and focus on a brand’s priorities for its new approach.

Regarding the sales network, from the brand they have commented that the objective was to have around 100 Lancia points of sale in Europe in some 60 cities, which would be shared with other Stellantis brands, while promoting online sales to reduce the amount of time buyers spend at dealerships.

How do you see the plans, do you see possible that Lancia imitates Mercedes-Benz and its extensive range with a multitude of customization options, equipment and hybrid, electric, gasoline and diesel systems?

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