In recent years, Lancia has survived largely thanks to the rebranding of products from its owner – Fiat Chrysler Automobiles, which is now Stellantis. The 116-year-old Italian brand has just unveiled a new logo and concept that the company has promised will be the first step in a brand revival.
The Lancia Pu+Ra Zero design concept is the stylistic inspiration for the brand’s future vehicles. Its name comes from the combination of the words “pure” and “radical”. The designer’s intention is to blend the soft and smooth elements of the Aurelia and Flaminia models with the harder and more angular elements of the Stratos and Delta.
26 Pictures
At the front, the Pu+Ra Zero has a Y-shaped light signature that Lancia calls the “chalice”. The company intends to make it an integral part of future vehicles.
The round taillights are directly inspired by the Stratos. The new Ypsilon will carry this look.
A circular opening in the roof, but the Pu+Ra Zero doesn’t really have a cabin. Lancia imagines the model with an interior style inspired by Italian furniture. The company intends to use simple shapes and a color blocking approach to the materials.
“The new era of Lancia begins today with a new logo and a clear design vision,” said Luca Napolitano, CEO of Lancia. “In anticipation of the new Ypsilon, the first vehicle of the new Lancia, we present Lancia Pu+Ra Zero, a sculpture, a three-dimensional manifesto that inspires the vehicles that will be launched between 2024 and 2028.”
The new Ypsilon will be the first Lancia to carry the updated logo. The design is mainly inspired by the 1957 version of the emblem. It features the brand name in a simplified font. The letters form a circle and a vertical line crosses the left side.
Lancia plans to introduce a new model every two years from 2024. By 2028, the brand plans to offer only electric vehicles. It also plans to open 100 new showrooms in Europe and introduce a system that supports online sales.
