Lancia: Here the boss drives the Pu+Ra HPE 🎥
PREVIEW The all-electric Lancia Pu+Ra HPE concept car gives a foretaste of the renaissance of the traditional Italian brand. A video shows Lancia CEO Luca Napolitano at the wheel of the new car.
Lancia, a Stellantis Group brand, has an ambitious roadmap for the next ten years. The aim is to revitalize the brand internationally. This process is based on the three pillars of electrification, quality and sustainable materials. The renaissance of the brand is entering the next phase with preparations for the market launch in six countries outside Italy. By the first half of 2024, the brand will be present in many major European cities with a network of 70 new dealers.
Straightforwardness, radicalism and ambition
Luca Napolitano: "Lancia is the brand of beautiful Italian automobiles, state cars and winning rally cars from the 1970s to the 1990s. The Lancia Pu+Ra HPE embodies all those elements that have made our brand famous throughout the world: Straightforwardness and radicalism, elegance and sharply drawn geometries. The Pu+Ra HPE gives a clear indication of what future models of the brand will look like. Thanks to the collaboration with furniture brand Cassina, driving the car is a real pleasure. It feels a bit like traveling with your own living room."
New brand logo and corporate identity
Lancia will introduce three new models in the next few years. The completely redesigned Ypsilon will be the first in 2024. This will be followed in 2026 by the Gamma C-segment SUV, and in 2028 by the Delta, all of them exclusively with electric drive.
Luca Napolitano: "Last year we appointed five brand managers for the countries that are priorities in the process of returning to the international market. There are now as many as six countries. We unveiled the new brand logo at Lancia Design Day, introduced the new corporate identity and presented the concept car at Design Week in Milan. Now the vehicle is touring Europe as a preview of the new era."
