Inspired by the beauty of Italian art, architecture and design, Lancia's new vision of the future ushers in a new era, a new course. The Renaissance of the brand – which has been representing timeless Italian Elegance since 1906 – looks to a more contemporary, essential and innovative dimension. The brand's evolution is 360°: from visual identity to dealer spatial identity, from market internationalization to the ambitious electrification strategy.

But let's start by telling about Lancia Pu+Ra HPE, the concept car that represents the brand's manifesto for the next 10 years, and which materialises Lancia's vision in terms of design, interior “home feeling”, sustainability, electrification and effortless technology.

This first car of the new Lancia era dialogues with the best of Italian design, through a partnership with Cassina, one of the flagships of the furniture industry, for a typically Italian home feeling experience.Pu+Ra represents the union of "purity" and "radicality". The concept car fully embodies the principles of Lancia's new design language, in which the volumes of the car are created by the intersection of elementary geometric shapes, such as the circle and the triangle, combined with some iconic details of Lancia's heritage such as the blinds of the Lancia Beta HPE. Lancia Pu+Ra HPE is a car with 70 per cent touchable surfaces made of eco-friendly materials, expressing Italianism, eclecticism, revisited tradition and home feeling.

The brand has already announced its next steps: with its 10-year strategic plan, Lancia plans to introduce three new models, one every two years, starting with the New Ypsilon in 2024. From 2026 Lancia will only introduce 100% electric models and from 2028 it will only sell 100% electric cars. This development plan will place great emphasis on sustainability, as demonstrated by the use of innovative materials: 50 per cent of the surfaces that are touched will be eco-friendly.

These months, Lancia Pu+Ra HPE is touring Europe to make the brand's values known, as part of the internationalisation process desired by the Stellantis group. By the first half of 2024, in fact, the brand will be present in Europe with a network of over 70 new dealers in as many major European cities where Lancia's future customers will reside. The countries chosen to host this new distribution network are Belgium, France, Germany, Portugal, Holland and Spain, chosen on the basis of three fundamental criteria: the love and passion for Made in Italy products, the relevance of online sales and the size of the premium B segment, i.e. the small cars with a length of just a few centimetres over 4 metres.

For its Renaissance, Lancia proposes an innovative distribution network. The new showrooms will offer customers an immersive experience. These exclusive retailers will ensure the perfect combination of digital and physical purchasing methods.