Lancia’s strategic European relaunch starts in Belgium

Lancia’s unexpected European comeback starts in Belgium and Luxembourg, where the famous Italian brand strategically relaunched itself in six dealerships. This marks the beginning of the brand’s ambitious ten-year plan, which aims to re-establish the brand in the European premium segment. The opening of six new showrooms took place over the weekend.

The newly opened Lancia showrooms are in Aartselaar, Overijse, Kortrijk, Ghent, Charleroi, and Bertrange, Luxembourg. By the end of 2024, Lancia aims to expand this network to ten showrooms, with additional locations planned in Drogenbos, Hasselt, Namur, and Herstal.

Toward more than seventy showrooms

Lancia believes that traditional showrooms, in addition to digital sales channels, still have a crucial role to play in conquest sales. Being part of a large car group like Stellantis is also advantageous. Lancia’s dealerships aren’t brand-exclusive, but they join fellow brands like Jeep, Alfa Romeo, etc.

Lancia’s ten-year strategic plan includes developing over seventy new dealerships across major European cities. The plan also introduces three new models, with a new model launched every two years. The strategy is accompanied by a strong electrification commitment, which aims to propel the brand to the forefront of the premium electric vehicle market.

Luca Napolitano, Lancia CEO, emphasized the strategic importance of the relaunch backed by established dealerships: “Our ten-year plan has an obvious goal: to make Lancia a sought-after, respected, and credible brand in the European premium segment. With the support of our new distribution network and a dedicated sales team, we will deliver on our promises and bring Lancia back to both markets.”

The sales force has been educated and trained through Casa Lancia, an online channel that provides insights into digital sales, brand awareness, and a platform for questions and ideas.

Affinity for Italian style

Several factors drove the decision to prioritize Belgium and Luxembourg in Lancia’s relaunch. The region’s strong affinity for Italian style aligns perfectly with Lancia’s brand values.

Additionally, the significant potential for online sales in the Belux region offers a growth opportunity for the brand. The importance of the premium B-segment market in this area also makes it an ideal starting point for Lancia’s European expansion.

Central to Lancia’s relaunch is the introduction of the new Lancia Ypsilon. This model begins a new era for the brand, featuring a timeless design and advanced technology.

The new Ypsilon appeals to younger customers who value style, technological innovation, and environmental consciousness. It boasts a longer and wider body, 17-inch alloy wheels, and a high-tech yet user-friendly interior. The model is the first hatchback from the entire Stellantis Group for the premium B-segment.


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