For the past several years, Lancia has largely survived by repurposing the products of its owner – Fiat Chrysler Automobiles, now Stellantis. The 116-year-old Italian brand just unveiled a new logo and concept in what the company promised was the first step in a renaissance for the marque.
The Lancia Pu+Ra Zero design concept is the styling inspiration for the brand’s future vehicles. Its name comes from a combination of the words “pure” and “radical”. The designer intended to combine the softer, smoother elements of the Aurelia and Flaminia models with the harder, more angular elements of the Stratos and Delta.
Up front, the Pu+Ra Zero has a light Y-shaped signature that Lancia calls the “calice”. The company plans to make this development a part of future vehicles.
The round taillights are directly inspired by the Stratos. The new Ypsilon will wear this look.
A circular opening in the roof, but the Pu+Ra Zero doesn’t actually have a cabin. Lancia envisions the model with an interior with styling inspiration from Italian furniture. The company intends to use simple shapes and color blocking for content.
“Lancia’s new era 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 are introducing the Lancia Pu+Ra Zero, a sculpture, a three-dimensional manifesto that affects vehicles launched between 2024 and 2028.”
The new Ypsilon will be the first Lancia to wear the updated logo. The design is mainly inspired by the 1957 version of the emblem. It features the brand name in a simple font. The letters are in a circle, and a vertical line cuts through 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.