Lancia is an Italian luxury car brand under Stellantis. In 1906, it was founded by racing driver Vincenzo Lancia in Turin, Italy. As a recognized high-end brand in Europe, Lancia boasts a glorious racing heritage and officially joined the Stellantis Group in 2021. The inspiration for the brand logo comes from the spear held by a knight, symbolizing pioneering spirit and struggle.
The legend began in 1906, when the young founder aspired to build more luxurious cars. In 1922, the Lambda model was launched as the world's first mass-produced car to adopt a monocoque body and independent front suspension. The post-war Aurelia model was the first to mount a V6 engine on a mass-produced car. In the racing field, the brand created an era of dominance as the "King of Rallies" in the World Rally Championship with models such as the Stratos and the Delta HF Integrale.
The Fiat Group acquired Lancia in 1969. After 2014, the brand once disappeared from overseas markets, focusing solely on the Italian domestic market. At the end of 2021, with the establishment of the Stellantis Group, Lancia launched a ten-year "Revival Plan," aiming to introduce a new model every two years to reshape its brand image.
The core of the brand's full-scale revival revolves around three product lines.
Ypsilon: The revival debut launched in 2024, positioned as a super-compact city hatchback. It innovatively features two-tone mesh fabric, a velvet interior, and a SALA virtual assistant, blending Mediterranean style with a technological feel.
Gamma: A new SUV model paying tribute to the 1976 classic flagship, with the internal code name "Big Game." The body adopts a crossover fastback design and "T"-shaped LED daytime running lights.
Delta: Expected to be launched in 2028, this all-electric four-door coupe will inherit the geometric lines and tough design spirit of the original model and is expected to become the electric successor to the WRC spirit.
The Ypsilon and subsequent models are sold directly through experience stores covering mainstream cities in Italy, establishing a diversified dealership network.
The brand's sales focus is highly concentrated in Italy. In Q1 2025, the Ypsilon ranked third among the best-selling models in that quarter. After Stellantis integrated internal resources, in October 2025 Lancia's monthly sales volume in Italy achieved a 16% year-on-year growth.
However, according to data from the European Automobile Manufacturers Association, Lancia (including Chrysler within the statistics scope) only registered 11,754 new cars in 2025, a sharp drop of 64% compared to nearly 45,000 vehicles the previous year. It is worth noting that, as a brand deeply rooted in Italy for over a century, the loyalty of Italian citizens to local brands still provides Lancia with its most solid demand resilience barrier, with monthly sales volume remaining at a relatively stable level.
Lancia has abandoned traditional fuel-based legacy platforms, relying on the state-of-the-art modular architecture of the Stellantis Group for R&D and production.
STLA Medium Platform: The flagship SUV Gamma is built on the STLA Medium platform, which is compatible with pure electric, plug-in hybrid, and mild hybrid versions. The mild hybrid version is equipped with an economical and energy-efficient 1.2T three-cylinder engine and 48V motor combination, while the 97 kWh large-capacity battery version achieves a CLTC range of over 700 kilometers.
eCMP Architecture: The Ypsilon shares the group's substantial eCMP modular platform, providing a zero-emission range of 403 km. In terms of interior design, the brand collaborated with Italy's top furniture manufacturer Cassina to create an extremely artisanal, luxurious cabin atmosphere.
Starting in 2024, Lancia has returned to European markets outside Italy. The brand is expanding its dealer network in mature markets such as France, Germany, Belgium, the Netherlands, and Spain, and has set a long-term vision for overseas market sales to account for at least half of its total in the future.
Looking ahead, Lancia will strive to restore its past glory. According to the top-level design of the Stellantis Group, Lancia will steadily launch three core independent models—the Ypsilon, Gamma, and Delta—over the next decade. The brand plans to expand its store presence to 60 major cities in Europe before 2030, achieving extensive channel influence. This series of actions indicates that Lancia is gradually shaking off its slump, aiming to redefine high-end mobility in the new era with pure technology drive and ultimate respect for Italian design DNA.
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