“We are making good progress on the journey towards Lancia return to Europe, to become a desirable, respected, and credible brand in the European premium market. The meeting with dedicated investors from Spain was an opportunity to share the brand 10-year strategic plan and Lancia intentions to return to the country. After Spain, Lancia will be back in France, followed by Germany in 2025. We’re ready!” stated Lancia brand CEO Luca Napolitano.
The Lancia team and the brand CEO have held their first meeting with dedicated investors of Spain, the other European country – to follow Belgium, Luxembourg and the Netherlands – to kick off the brand return to Europe, by launching the New Lancia Ypsilon on the market. The first car in the brand new era embodies the brand internationalization process, which is moving ahead with its solid, ambitious strategy. Lancia is going into Europe with initially a network of over 70 new dealers in the same number of major cities, where the brand future customers are based.
A key role in Lancia internationalization process is played by the brand efficient and innovative new distribution model, with 50% of sales online and a selected number of retailers with a clear mission: uncompromising quality and new showrooms designed for a European clientele seeking timeless elegance, the Italian spirit, and innovation, together with a comfortable and pleasant in-car experience. Equally crucial is the role of the renewed Lancia sales force, the result of a selection and training process with four main founding values: attention to detail, the ability to anticipate customer needs, premium service offered throughout the customer journey and constant attention to customer feedback. All this is aimed at making the role of the dealership salesperson even more central, as the first interface with the end customer. A further aim is to guarantee a premium and immersive shopping experience, both online and offline.
