"Lancia's renaissance is proceeding at a rapid pace, thanks in part to the commitment and professionalism of our dealer network. Over 60 Italian dealers have already implemented the new Corporate Identity, an incredible number that now covers 13 Italian regions and is set to grow further. We start here with the new brand image, looking ahead to the near future: by the end of this year there will be 100 showrooms, and by April 2024 we will have 100% of the network," says Luca Napolitano, CEO of the Lancia brand.

It has only been a few months since the inauguration of the pilot showroom in Milan, and the new visual and spatial identity is progressing quickly, concretely and efficiently. The brand's new Corporate Identity reflects the four pillars underpinning its 10-year strategic plan: quality, electrification, sustainability and an innovative sales model that ensures a premium buying experience for the customer. The journey of discovery into the world of Lancia begins inside the dealerships. Immersion in an exclusive architectural space - designed to narrate its new imagery, style and values - is a central narrative mode in the new course of the Lancia brand.

The new customer experience proposed by the brand starts from the outside of the new sales outlets, real boutiques, characterised by a clear and harmonious architectural language and the presence of an elegant totem in Italian marble. And all under the banner of Italian elegance also recalled inside the dealership, where the customer is received in a reception area dedicated to Lancia and called SALA, and where he finds a brand expert at his service. All the furnishings inside are the result of a careful selection, demonstrating Lancia's attention to detail and offering an authentic home feeling, typical of an Italian house. The use of precious materials and the alternation of light and dark tones are enhanced by the presence of furnishings by Cassina. The collaboration between the two excellences of Made in Italy is based on shared values such as Italianness, innovation, tradition and respect for the environment.

The new Lancia showrooms are therefore presented as true living rooms, elegant and cosy lounges, designed for the well-being of those who live in them, in perfect Italian style. The cars are displayed in the centre, as if they were magnificent sculptures to be admired in every single detail. And the entire ambience is enhanced by the natural light coming in through the large windows. In this context, it is possible to discover the world of Lancia and, again in perfect coherence with the principle of welcoming the customer in a family atmosphere, to configure the desired car using a tablet with the assistance of a dedicated Lancia expert. The showroom is completed by the areas set aside for delivery of the car purchased and for After Sales.

This dealer renewal scenario included the inauguration in July of Casa Lancia, the first exclusive communication channel for the 240 dedicated and certified Lancia dealers in Italy: a platform that emphasises the importance of this community for the brand's renaissance and allows all participants to engage in transparent dialogue directly with the brand's CEO, with a view to making the role of the salesperson even more central as the first interface with the end customer and to guaranteeing a premium, quality brand experience, both off and on-line.