With the rebirth of Lancia, Carlos Tavares is on the verge of honoring his promise not to sacrifice any of the fourteen brands resulting from the merger of the PSA and Chrysler-Fiat groups.
The resurrection of this prestigious label, however, does not fail to raise questions.
Who is waiting for Lancia?
More people, apart from the Italians.
It must be admitted that this more than a century-old brand has been sabotaged by being tossed around between Italian elegance and sportiness.
Since the firm founded by Vincenzo Lancia in 1906 joined the Fiat group, it has never managed to coexist with Alfa Romeo.
The hammer blow comes under the mandate of Sergio Marchionne.
In 2011, it was decided to link the fate of Lancia to that of Chrysler.
Apart from the Ypsilon city car designed from the Fiat Panda, the new models of the Italian brand then become rebadged American vehicles: under the guise of the Flavia convertible hides the obsolete C200, the Thema is only a 300C sedan accommodated the…
This article is reserved for subscribers.
You have 89% left to discover.
Flash sale
-70% on digital subscription
I ENJOY IT
Already subscribed?
Log in