At a recent Lancia Design Day, the struggling Italian automaker has revealed its comeback strategy involving the production of three new cars along with a fresh perspective on the design of the brand.
The new badge, seen here, will adorn the showrooms starting from 2024, as soon as the first brand-new Lancia sports car hits the market. The development team claims it was inspired by the retro badge adopted by the Italian automaker in 1957.
As for the new design language, it is called Lancia Pu+Ra Design and was formulated by none other than Jean-Pierre Ploué, Chief Design Officer at Stellantis. Unfortunately, all we have to go by right now is this abstract sculpture allegedly embodying the principal design traits of the marque’s future cars. For the interior, the company bets on eco-friendly materials.
Having fallen on hard times lately, classic automaker Lancia is currently only offering one car to the world – the Ypsilon. The hatchback is arguably in a dire need of a refresh and is not sold outside of Italy.