Lancia Launches First Showrooms in Paris and Barcelona: Expanding Luxury Car Presence

• Following Lancia’s official return to France and Spain, today the brand announces the opening of its first showrooms in Paris and Barcelona, two of the major European cities where the brand’s future customers are based.
• In 2025, Lancia will have a network of 25 showrooms and 80 after-sales service points in France, while in Spain there will be 20 and 55, respectively.
• From October 2024, New Lancia Ypsilon will be available in France and Spain in electric and hybrid versions, with a comprehensive, versatile, and efficient line-up, consisting of three trim levels for three different types of customers.
• The New Lancia Ypsilon tells four stories: driving pleasure and onboard well-being; simple and intuitive technology; electrification, with best-in-class range and charging times; Lancia’s typical timeless elegance.
• In line with Lancia’s internationalization process, following Italy, Belgium and the Netherlands, now is the time for the brand to return to France and Spain with the introduction of the New Lancia Ypsilon, continuing the brand’s relaunch plan in Europe.

“Today, we are taking another major step ahead in our Renaissance Plan, to become a desirable, respected, and credible brand in the European premium market. Lancia is back in France and Spain, and we are today announcing the opening of the first showrooms in Paris and Barcelona. We are therefore returning to Europe with a solid and structured plan, with a network of showrooms that will be completed in both countries by the end of 2025. All dealers will feature the brand’s new corporate identity, which reflects the four pillars underpinning Lancia’s 10-year strategic plan: quality, electrification, sustainability, and an innovative sales model” stated Luca Napolitano, Lancia brand CEO.

Phase 1 of Lancia’s development plan in France and Spain
Almost 18 months after the opening of the first pilot showroom in Milan, the Lancia brand’s new corporate identity has become a reality also in France and Spain, with the opening of the brand’s first showrooms in these two countries.

From now onwards, all Lancia dealerships revamped with the new corporate identity will be known as “Casa Lancia”: as in every Italian home, everything is ready to welcome customers and offer them an experience of beauty, design, and Italianess.

This is the first stage in a plan that envisages the opening of 25 showrooms in France by 2025, around 15 of which by late 2024, supported by a network of 80 Lancia service points. In Spain this year, Lancia will open its first 10 showrooms with 55 after-sales service points, located in major cities there. In 2025, Lancia will expand its distribution network in Spain with the opening of a further 10 showrooms.

The New Lancia Corporate identity
The new showrooms applies the guidelines defined by the brand for a revamped and coordinated image, both inside and outside: logo, lettering, colors, images, and any other graphics that could be used. The brand’s new corporate identity reflects the four pillars underpinning the brand’s 10-year strategic plan: quality, electrification, sustainability, and an innovative sales model, designed to provide customers with a premium experience.

When customers enter into the dealership, they start their journey of discovery of Lancia’s world: the customer experience begins outside the new dealership, with a clear and harmonious architectural language and an elegant marble totem. All this is in the name of Italian elegance, also reflected inside the showroom: customers are welcomed in a dedicated Lancia area, known as SALA, where they can find one of the brand’s experts at their service.

All the furnishings are the result of a thorough selection process, reflecting Lancia’s attention to details and offering an authentic feeling as if they were welcomed into an Italian home. The use of precious materials and the alternation of light and shade are enhanced by the presence of Cassina furnishings. The collaboration between two major icons of the “Made in Italy” is based on shared values, such as Italian spirit, innovation, tradition, and respect for the environment. The new Lancia showrooms are elegant, with welcoming lounges, designed for the well-being of the visitors.

The cars are displayed in the middle of the showroom, as if they were works of art in the center of a refined living room, to be admired in every single detail. The entire environment is enhanced by natural light that comes in through large windows: customers can discover the world of Lancia and, in line with the principle of hospitality in a familiar environment, they can configurate their preferred car using a tablet, with the assistance of a dedicated Lancia expert. The showrooms are completed with areas dedicated to the vehicle delivery and after-sales services.

Finally, the customer experience will be ‘phygital’: customers can embark on their journey from the comfort of their homes by accessing the configurator, they can then contact on line the Lancia brand’s specialist sales consultants, and continue their journey in the showroom with the support of professional and certified sales staff.