Over the past few years, Lancia has survived largely by switching 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 promises to be the first step in the marque’s renaissance.
The design concept for the Lancia Pu+Ra Zero is the styling inspiration for the brand’s future vehicles. Its name comes from a combination of the words “pure” and “radical”. The designer’s intention was to blend the soft, smooth elements of the Aurelia and Flaminia models with the harder, angular elements of the Stratos and Delta.
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On the front, the Pu+Ra Zero has a Y-shaped light mark that Lancia calls the “calice”. The company intends to have this evolve as part of a future vehicle.
The round taillights take inspiration directly from the Stratos. The new Ypsilon will sport this look.
Circular openings in the roof, but the Pu+Ra Zero doesn’t actually have a cabin. Lancia envisioned models with interiors inspired by Italian furniture. The company intends to use simple shapes and a color-blocking approach to the material.
“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 from the new Lancia, we are introducing the Lancia Pu+Ra Zero, a sculptural, three-dimensional manifesto that inspired the vehicle to be launched between 2024 and 2028.”
The new Ypsilon will be the first Lancia to sport an updated logo. The design primarily takes inspiration from the 1957 version of the emblem. It displays the brand name in a simplified font. The letters are in a circle, and a vertical line intersects the left side.
Lancia plans to introduce a new model every two years starting in 2024. By 2028, the brand plans to offer electric vehicles only. He also plans to open 100 new showrooms in Europe and introduce a system that supports online sales.
