Lancia to get lobotomized, will become an Italian only brand with one model - report

Lancia Ypsilon - 24.5.2011
Lancia Ypsilon - 24.5.2011

Brand's future looks bleak

The future of Lancia is in doubt as Fiat CEO Sergio Marchionne has revealed the brand will be sold exclusively in Italy.

Speaking to La Repubblica, Marchionne said "Lancia will become a brand only for the Italian market." He added that the current crop of rebadged Chryslers will be dropped and the company will only sell the Ypsilon. This doesn't sound overly promising for the marque as one has to wonder what will happen to Lancia once the Ypsilon's lifecycle is up.

In related news, Marchionne confirmed the company will "have a new name" after buying Chrysler. He declined to say what it will be called or where the headquarters will be located but said those two factors are "purely symbolic" and "emotional."

Marchionne also dismissed plans to sell Alfa Romeo and stated "The new Alfa Romeo models which we will announce in April and will change the image of the brand, bringing absolute excellence."

Published Jan 10th, 2014 9:40pm By Michael Gauthier
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Comments (18)

tbrodie tbrodie
It's too bad. For a while there, their cars were gorgeous, exuding quality materials, well executed in the interior. The Beta Coupe and Beta Scorpion stood in sharp contrast to the sedan. Too bad they seemed so rust vulnerable.
Feb 26th, 2014 4:10am
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PhilLC PhilLC
Fiat not only has compromised Lancia, but Alfa and Fiat itself; the only brands moving forward is a coherent way (on the European side) are Maserati and Ferrari. Fiat got into the 500 by accident and it has been a huge success and now they totally are getting carried away with it. The 500L is ugly, maybe not as ugly as the last Multipla but at least the Multipla was original... The Punto has been allowed to be overtaken ba all other brands and then they wonder why it doesn't sell as much as a Polo, Fiesta, Clio or 208. The Bravo had a sporty look but it was too compromised as a family car and dynamically it didn't win any prizes either, so no wonder many potential buyers spent their money elsewhere. The last Croma was a solid car but also compromised in its design - not a true station wagon and neither a true hatchback - people tend to overlook such 'hybrids' as they have nothing similar to compare them too - the Croma was a little short on cargo space compared to a e.g. Passat SW and looked odd as a hatchback; it was also priced too high, being in a comparable price category as the Alfa romeo 159. So Marchione has decided that Fiat can't sell bigger cars...how sad...how come Kia, Hyundai and Skoda can? Because they build cars people actually want... Similarly, Marchione states that Lancia doesn't seek outside of Italy...well, if he looked a little in the recent history, it was a different story, but when Lancia was diluted down to just reflect luxury, and then with cars like the latest Delta which were a misfit in all kinds of ways, people who traditionally bought Lancia (me included) simply stayed away. The Chrysler rebadging was a total catastrophe for the brand as well. Whoever pushed these cad through, including the Delta ought to be fired. The Y is also a non-starter outside Italy as its too small and too compromised - falls into a category which no one else occupies and hence one can't compare it to anything again...the central interment cluster is not popular, the seat designs 'wanky'...I also feel that the Twin-air engines, although technologically excellent, don't attract marketing-wise; a three cylinder would have made more sense...the list is endless, but I feel that Lancia could become a formidable brand if it were allowed to grow organically rather being put into an ill-fitting straight-jacket which is bringing about its slow death...
Feb 8th, 2014 11:40am
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rambo_005 rambo_005
Sad, but probably for the best if they are unable to do the brand justice. At present the brand doesn't have a clear identity and only regional recognition. For the latter reason, the Chrysler brand wins...
Jan 12th, 2014 11:00pm
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Argenta Argenta
In line with his confidence in Fiat / Lancia. Marchionne is a complete prick. The new brand will be "500" i suspect, and he'll kill Fiat too. He has no clue.
Jan 12th, 2014 4:40am
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tomi.ro tomi.ro
Ypsilon...The new Stratos of city cars :))
Jan 11th, 2014 10:04am
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peterjames7 peterjames7
Sad about lancia be good to see some one do something with it...havent had a good car for a long time. This alfa nonsense has of unveiling new exciting models has been going on for almost a decade as well
Jan 11th, 2014 5:00am
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yanivtheking62 yanivtheking62
Lancia has one of the deepest histories of any car firm. Such a shame that its such a shadow of its former self. Bring back the Fulvia, Gamma, Monte Carlo etc!
Jan 11th, 2014 2:46am
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livc44411 livc44411
The Lancia thing does not have to happen! Just release good attractive cars that people want to buy!
Jan 11th, 2014 1:51am
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SvetoslavRadev SvetoslavRadev
Please, just sell it to VW AG!!! They know what to do!!! That's really sad news!
Jan 11th, 2014 1:44am
3 2
it was very bad action to sell lancias with chrysler 300c grill.lancia did not deserve that.vw have problem similar problem in seat case but still investing money on it to survive brand.
Jan 11th, 2014 12:44am
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hf7188 hf7188
I honestly wish someone bought Lancia and beat Marchionne in is own turf, Lancia deserved to be revived brilliantly and this idiot made it only worst with the rebadging of Chryslers... Make a new, more "manly" if you will, Delta and you will see it rising once again, give Lancia its balls back!
Jan 11th, 2014 12:01am
6 1
Valak Valak
Why not turn Lancia into some sort of Vauxhall ? That name doesn't deserve to die.
Jan 10th, 2014 11:55pm
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saytamaner saytamaner
Kill Lancia ? A new name for the merged company ? Is Marchionne losing the plot ?
Jan 10th, 2014 11:09pm
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HermanCampbell HermanCampbell
Honestly I think this was part of the plan all along. I think Lancia will be phased out completely and they will just sell Chryslers in its place. I really like what they've dont with Chrysler, but makes me sad what they've done with Lancia. Even being in the US I know Lancia has a great and storied past. sad days
Jan 10th, 2014 10:55pm
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memexe memexe
Italians paid all the money on Chrysler and killed their own brand! A very sad outcome for Lancia...
Jan 10th, 2014 10:13pm
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autoficianado autoficianado
memexe you couldn't be more wrong, Chrysler profits are the only thing allowing FIAT to remain in the black. Chrysler money is paying for most of the purchase of Chrysler by Fiat. What no one is acknowledging is that there was only a finite number of things Chrysler & Fiat could do just after bankruptcy. The money went to Chrysler at that point to update and redesign the vehicles and improve quality...obviously the money was well spent as Fiat has been booking loses of hundreds of millions and losing share. Now that the companies will be integrated there will be a greater possibility of directing resources to Lancia to build new models with unique styling. Rebuilding a damaged Automakers portfolio requires an investment in the Billions over many years.
Jan 11th, 2014 7:18am
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Mister Stig Mister Stig
Chrysler as it is now will also die. As time passes, the model ranges will be reduced, until there is one model per class. in the midterm 'Chrysler'will cease to be sold in Europe, and the models sold in the states will become more European, as the Fiat input in design and engineering becomes greater.
Jan 11th, 2014 10:31am
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RomanKadler RomanKadler
He should write a book titled 'how to kill a company with beautiful history'.
Jan 10th, 2014 9:53pm
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