Lancia opens first showroom in Milan

Lancia is planning its comeback with a revamped corporate identity and new models. While many manufacturers and start-ups have vehicles but aren’t quite sure how to best market them, the Italians are doing it the other way around: They’re already opening a new showroom with a new logo, new lettering, and “a home-like atmosphere.”

The aim of the new corporate identity is to follow a customer-centric approach and provide visitors “both online and offline a tailored and immersive experience that allows them to discover the brand's vision of the future of mobility, which is perfectly aligned with the brand's values.” At least that’s the grand ambition. After all, the new Ypsilon is finally expected to follow in 2024, and the showroom will also be filled with “cars”. Luca Napolitano, the somewhat impatient CEO of the Lancia brand, who has long been eager for this moment, explains:

“The new Lancia corporate identity starts in Milan and will be introduced to 50 percent of the Italian distribution network by the end of the year (2023, editor's note). In a year, it will be introduced abroad to complete the process in time for the presentation of the new Ypsilon in mid-2024."

According to Napolitano, the new corporate identity reflects the four pillars of Lancia’s 10-year strategic plan: quality, electrification, sustainability, and an innovative sales model.

“We are ready to welcome our customers in our new showrooms, which are elegant on the outside and inviting on the inside. We want to offer them a user-centered and immersive experience both online and offline, creating a home-like atmosphere through materials, colors, and attention to detail inspired by architecture and Italian interior design.”

The new Lancia corporate identity aims to offer elegant and warm 'Italyness'

The combination of light and dark colors and the use of noble materials are intended to express the premium character of the brand while making the showroom look like an authentic and exclusive Italian house. The "homely" approach to design is further enhanced by the flower beds surrounding the building, and the outdoor areas are another clear example of Lancia’s focus on the environment and sustainability. The areas for vehicle handover and the after-sales section also adhere to the principle of welcoming customers in a cozy atmosphere.

A roadmap for an efficient and innovative distribution network

After the flagship store in Milan, the renewal of the distribution network will continue in other Italian cities in the second quarter of 2023. The goal is to include at least 50 percent of the still-existing Italian network by the end of 2023 and reach 100 percent by the second quarter of 2024, coinciding with the market launch of the new Ypsilon, the first vehicle of the brand’s new era.

All stores should be ready by 2024 – including abroad

Implementation of the new corporate identity will begin abroad in the first quarter of 2024 and be completed by mid-2024 with 70 retail locations in more than 60 European cities in conjunction with Stellantis' premium brand stores. These are exclusive sales locations that can ensure a combination of digital and physical purchasing modalities.

Outside of Italy, the focus will be on the online sales channel, while in Italy this will vary on a case-by-case basis. Customers can conveniently begin their customer journey from home by accessing the vehicle configurator and then continue with the professional support of the respective salespeople in the showroom.

What does that mean?

Bringing back a venerable Italian brand, which currently sells only a single model in its home country, to the EU-wide market is a Herculean task that Napolitano is taking on with Lancia. At least: The establishment of retail operations in time for the new model has started and we can wish the Italians a lot of luck.