Lancia Design Day; the future of the brand was presented on the day of the event

“Today Lancia is reborn with a new Logo and a clear design vision… “ – said Luca Napolitano, CEO of the Lancia brand – “… In anticipation of the new Ypsilon, the first car from the new Lancia, we present Lancia Pu+Ra Zero, a sculpture, a three-dimensional manifesto that inspires the cars that will arrive between 2024 and 2028. A work of art in which and the future are in continuous contact, where elegance is balanced with the radical spirit of forms. Today our Renaissance begins, with which we want to make the many Lancia enthusiasts all over the world dream. Lancia will once again be a desirable, respected brand and credible in the European premium market. The new Lancia is starting today!”

During the event, he saw the center the Pu+Ra Zero concept (i.e. Pure and Radical) was also presented the new logothe eighth in 116 years of history, with which the brand will sign the pages dedicated to electric mobility.

The Lancia Ypsilon is expected to arrive in 2024, the Lancia Aurelia in 2026 and the Lancia Delta in 2028.

Lancia Pu+Ra Design presents, in its forms, what Lancia is preparing to become, collecting the classical legacy that wrote its history and projecting it into the future.

In fact, future Lancia cars will find theand soft, pure and sensual forms of the Aurelia and Flaminiacombined with the most modern expressions of radicalism and simplicity, inspired by the language of furniture, architecture, fashion, as well as the sports history of the brand embodied by the famous Stratos and Delta.

As for the interiors, Lancia Pu+RA Design draws from Italian furniture design, an Italian excellence made up of attention to detail, research on materials and innovation.

Lancia takes its cue from this world to create a space generated by simple geometries with a radical perspective, as well as welcoming and capable of ensuring that same sensation of home feeling that is experienced in the refined and eclectic Italian living rooms.

All enhanced by an approach ʺcolor blockingʺ And from the choice of precious and sustainable materials, which define the future spirit of the brand.

The new emblem fits like a jewel in this phase and will be used in the next one Ypsilon, on the new flagship and on the new Delta, as well as being an integral part of the Brand Identity.

All European dealerships will be renewed in terms of image by the beginning of 2024, as well as communication activities, both online and offline.

According to Lancia, the new symbol was heavily inspired by the 1957 logointroduced for the first time on the Lancia Flaminia, giving life to a classic design able to combine simplicity and graphic purity, but also refinement in the choice of colors, materials and treatments.

Made in aluminum and expression of the brand’s new graphic codes, the new logo is “shrouded in light” and it is the result of technologies used not only in the automotive world but also in very different fields, as demonstrated the circular brushing typical of the watch dial.

The new Lancia logo is Progressive Classic, as it reinterprets all the distinctive elements of the historic brand, including the steering wheel, the flag, the shield, the spear and the inscription.