We have been present at the Lancia renaissance event, where the company’s new logo and a sculpture with the bases of the design language that will continue in future models have been presented.
The Venaria Castle has been the setting chosen by Lancia to show us its return as a premium brand, since it is a place that mixes tradition with modernity. That will be what will define Lancia’s renaissance, which has begun with the unveiling of its new logo and a sculpture displaying design cues that will continue on future models.
There are still many details that have to be revealed about the return of this iconic manufacturer, but the first brushstrokes have already been made. The most striking is called Pu+Ra Zero, a peculiar sculpture or “three-dimensional manifesto” of the design of the three cars that the brand will launch between 2024 and 2028: the new Ypsilon, the new Delta and the flagship -possibly called Aurelia-.
As well as this, future releases in the range will also feature some elements of this sculpture as they form part of the Pu+Ra Design language – ‘Pu’ from Pure and ‘Ra’ from Radical. According to Lancia, they want this language to continue for the next 100 years, but what defines it?
If we look at the sculpture shown by the brand, despite being something very abstract, we can appreciate several elements. For example, on the front the “chalice” of the grill of the old models has been reinterpreted with three lights, on which the name of the firm will be written. This will be something that the first three new Lancia cars will have in common.
On the other hand, in the rear there are also peculiar details, such as the manufacturer’s name in a three-dimensional way and some circular lights that refer to the Stratos. In fact, inspiration from vintage models will be very present in future ones and the chief designer Jean Pierre Ploué has pointed out that the idea will be to bring modernity while respecting the original DNA.
For this reason, in the Pu+Ra Zero several references to past models have been noted and the company points out that the lines of the sculpture are inspired by the Aurelia B20 and the Flaminia, although this is open to interpretation. However, what can be seen unmistakably in the side view is the new Lancia logo.
In this sense, Teresa Mendicino, director of global design, has mentioned that they have not wanted to go towards an excessive simplification so as not to lose their identity. Thus, the objective has been to modernize the classic emblem without losing elements such as the spear, the wheel, the shield and the blue color itself. In short, they have called it a “progressive classic”.
A renaissance structured in ten years
In this way, this will be the hallmark of the new Lancia, whose first steps are already planned in a roadmap for the next ten years. On the one hand, there will be the launch of three models, with one every two years from 2024. Subsequently, greater sustainability will be sought in the use of materials and with the exclusive sale of electric cars by 2028.
Likewise, a new distribution model will also be established, with a total of 100 new showrooms in Europe. Thus, the presence of the brand will go beyond Italy first in countries like Spain, France, Germany or Belgium before reaching other markets within our continent.
With all this and in the words of the CEO of the brand Luca Napolitano, “the new era of Lancia begins today.” We can only hope, yes, that it is the birth of a new golden age for this iconic firm.
