Lancia comeback: Germany will be the most important market after Italy
Grand event in Dreieich: There, product management and communication took turns with the microphone to outline the future of Lancia. Paolo Logottoli, Nicolo Biogoli, Silvia Cassani, and Francesco Colonnese explained how they plan to restart in 2024, and they did so with remarkable determination and restraint. Reviving an almost defunct brand (which still presented the second best-selling model in its only market, Italy in 2022, the well-aged Y) requires a delicate touch, which is why Lancia is starting rather cautiously.
The future Lancia program: Ypsilon, Gamma, and Delta
2024 with a new Y, which moves into the four-meter class and will also be offered electrically. It will also come as a strong HF version. In 2026, the 4.6-meter C-segment CUV “Gamma” will follow, and in 2028, the 4.4-meter long “Delta”. Gamma and Delta will be available only electrically; the last combustion Y's will be sold in 2028.
Subtle start: Seven countries with 70 new dealers, 100 service operations in the background
Regarding dealers and markets, they remain equally cautious: In Italy, the business continues with 50 dealers who will completely revamp their CI. This is complemented by 70 additional dealers in seven European countries, with Germany being the most important market in terms of volume. Between the lines, one can already sense the distribution: it is largely Alfa dealers who will complement their programs with Lancia (which is also credible), along with some Stellantis dealers who also sell other brands. In addition to the 70 dealers and the internet, around 100 service operations will keep and maintain the Lancias running in the background.
And what will come to series production from the Pu+Ra HPE study? There are already concrete hints between the lines: The LED triangle at the front, the round taillights in Stratos style, the infotainment panel in the interior (even though it will not be as extreme in the Y as in the study), and probably at least optionally, fluffy seats in lounge style, which certainly won’t be as cassina-like as in the study.
S.A.L.A: Lancia's "Living Room" with AI
The Lancia Pu+Ra HPE study is also the first vehicle equipped with the virtual interface S.A.L.A., which will also be found in the new Ypsilon. In Italian, S.A.L.A. means something like living room. The four letters simultaneously stand as an abbreviation for Sound, Air, Light, and Augmentation. S.A.L.A. enables Lancia to be the first brand within the Stellantis Group to offer Chamaleon and TAPE (Tailored Predictive Experience) technologies. These systems centralize the functions of audio and air conditioning, as well as lighting.
For example, it is possible to control sound and ambiance by touching a single button or through voice commands. Hopefully, these can also be separated: Not everyone wants warm music along with warm lighting and a temperature increase by x degrees… According to Lancia, S.A.L.A. offers three modes to choose from:
“Immersive” enhances the driving experience thanks to Stellantis Chameleon technology, which is being used in an automobile for the first time. The Chameleon system is supposed to adapt the interior ambiance to the external environment by regulating the audio system, ventilation, and light input accordingly.
“Wellbeing” uses the artificial intelligence “Stellantis Tape” to predict the passengers’ moods. The audio system, ventilation, and light input are regulated to improve the passengers' well-being through a better atmosphere on board. It remains to be seen how intelligent the system actually is in practice, as one could easily feel overmanaged here.
“Entertainment” is designed to provide a diverse entertainment program: Among other things, it is possible to stream movies, activate video games, or surf social networks. The new Lancia Ypsilon will be the first model to be equipped with the S.A.L.A. interface. To create an even more comprehensive driving experience, Stellantis will continuously develop the S.A.L.A. technology platform. According to Lancia, this will enable other brands within the group to adapt specific functionalities to various vehicle models.
And to make the service here complete, the whole thing, including broadcasting fees, should also be able to be billed in an all-in leasing rate – also so that the new Y will not become dramatically more expensive, as the leap in technology and size suggests.
What does this mean?
Does Lancia have a future? If the Italians are very clever, yes! All car manufacturers work with AI and can make electric vehicles, but the living room, the mobile property on wheels that Lancia wants to offer as a cocoon, does not yet exist in its ultimate consequence. In addition, there are few dealers and initially only three models, which suggests a slow but sustainable brand build-up. And also a certain relaxation regarding quantities – the sheer size of Stellantis helps enormously here to dare the next 116 years of Lancia!
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