Italy-based automaker Lancia is in the middle of rebranding as it presents a new logo and a clear design vision. As part of revamping the whole company, the Stellantis-owned brand introduced Lancia Pu+Ra Zero three-dimensional sculpture that will inspire the vehicles that it will be launching between 2024 and 2028.
The logo of the Italian luxury car brand Lancia is pictured on a car's hood on April 13, 2022 in Ciserano, Bergamo. - The Lancia car brand is to relaunch itself in Europe as the standard-bearer of "Italian elegance", with three new models, two of which will be electric, by 2028, said its director Luca Napolitano in an interview with AFP on April 13, 2022.MIGUEL MEDINA/AFP via Getty Images
Rebranding Lancia as 'EV-Only' Company
Along with Stellantis-owned brands like Fiat, Chrysler, Citroën, Vauxhall, and Peugeot, the Italy-based automaker Lancia will also be rebranded as an electric car company.
The Verge reported that three electric vehicles will be launched between 2024 and 2028, including a new Ypsilon, a new Delta, and a soon-to-be-named flagship vehicle.
As the company revamps its brand, Lancia also introduced a new logo and a new vision to its design, and by 2028, the company will only be selling electric vehicles exclusively.
For its guidance on making electric vehicles that will start launching in 2024, a three-dimensional manifesto was presented by Lancia for its design principles.
According to Lancia Chief Executive Officer Luca Napolitano, the Lancia Pu+Ra Zero is "a work of art in which the past and the future are in continuous contact, in which elegance is balanced with the radical spirit of forms." Pu+Ra is short for Pure and Radical.
Through this sculpture, it begins a journey that might inspire not only Lancia but also other companies.
"Once on board, the drivers and passengers will be embraced by the typical Lancia elegance, with interiors inspired by the icons of the past like the Gamma, Thema, and Flavia, which today have been enhanced by simple and intuitive technology in line with the brand DNA. The result is an authentic 'living room atmosphere, providing a home feeling similar to the one experienced in a typical Italian home," as per Stellantis's statement.
New Logo
Aside from the art installation, Lancia also introduced its newest logo for this rebranding. According to a report from Electrek, the eighth logo of the company is described as "Progressive Classic", and was inspired by the 1957 logo.
Napolitano stated during the event that "Today is the beginning of our Renaissance that will amaze Lancia fans all over the world. Lancia will once again be a desirable, respected, and reliable brand in the European premium market."
On YouTube, Lancia also launched a three-part short documentary on rebranding the Italian company. Episode one features the behind-the-scene outtakes that lead to the Design Day event. According to the report, the second episode will be launched in April 2023 and will be releasing its final episode in 2024.
