NEW LANCIA YPSILON EDIZIONE LIMITATA CASSINA – available in Italy in 1906 certified and numbered units as a tribute to the year Lancia was founded – cements the bond between two outstanding brands in their respective sectors: automotive and interior design. It represents the next steps in a journey that began with the interiors of the Lancia Pu+Ra HPE concept car: the two brands are linked by shared values such as a vocation for research and innovation, respect for their past and tradition, as well as attention to environmental issues. The model reflects the utmost attention to every stylistic detail, from the selection of the materials to the choice of colors: blue is used as the iconic hue of Lancia tradition, appearing both inside the car and out. Combining tradition and innovation in line with the brand’s pure and radical design language, New LANCIA YPSILON EDIZIONE LIMITATA CASSINA is the first car inspired by the world of Italian furnishings. It epitomizes design, comfort, and onboard well-being. A soft blue velvet in 100% recycled yarn envelops the seats with “cannelloni” pattern and double stitching, with the same color echoed in the accents on the door panels and dashboard creating an elegant and coordinated interior space. Lancia blue also features in the model’s unique, elegant, and contemporary bodywork: it blends in with the black of the alloy wheels and their dark dressing, resulting in a refined and uniform visual impact, with no chrome plating.
New Lancia Ypsilon marks the brand’s return to Europe, by giving shape to its process of internationalization and proceeding with its robust, ambitious roadmap in line with the Stellantis “Dare Forward” strategic plan, the goal of which is to make Lancia a desirable, respected, and credible brand. From the first half of 2024, Lancia will enter Europe with a network of over 70 new dealers in the same number of major cities, where the brand’s future customers are based. The first markets to get involved, in mid-2024, will be Belgium and the Netherlands, followed by France and Spain, then Germany in 2025. Three criteria have guided the selection of countries. The first is love and passion for “Made in Italy” products, with Spain, Belgium, and France atop the rankings. The second criterion is the volume of online sales, with the Netherlands at the front. The third criterion is the size of the premium B-segment, where Spain, France, and Belgium make up the top five. All these countries are historically linked to the appeal of the Italian spirit and the Lancia brand, which has always been very popular, partly thanks to the many iconic models that have seduced actors, dedicated followers of fashion and Italian elegance, and motorsport enthusiasts. The first two countries where Lancia will be returning are Belgium, with 10 dealers and 13 after-sales service points, and the Netherlands, with six dealers and the same number of after-sales service centers.
Spain and France will follow later. Spain, the third largest European market in the premium A- and B-segments, is a country where great attention is paid to Italian elegance in terms of design and style, values very similar to the country’s culture. Lancia’s return to Spain is therefore a highly anticipated event and, between 2024 and 2025, 16 dealers will be appointed in major Spanish cities. And finally, Germany, with its strong bond with the world of rallying, dominated by Lancia for many years with German drivers contributing to the brand’s unbeatable performance, aboard iconic cars such as the Delta, 037, and Stratos. First of all, the legendary Walter Röhrl, who linked his career to the Italian brand, especially when he won the 1983 World Rally Championship at the wheel of the iconic rear-wheel drive Lancia Rally 037, outclassing his rivals in their all-wheel drive cars. Germany also boasts one of Europe’s historic Lancia Clubs, which has existed for 40 years and has 250 active members. It will welcome the first car in Lancia’s new era, with 25 dealers and 100 after-sales service points. The same passion for beauty and a taste for the iconic that surrounds the Lancia brand can be found in France, where there are seven official Lancia Clubs and there will be 20 dealers and 80 after-sales service points, ready to welcome the arrival of the New Lancia Ypsilon. A key role in the international expansion of the Italian brand is played by its new, efficient, and innovative distribution model, with 50% of sales online and a selected number of retailers with a clear mission: uncompromising quality. The new showrooms are designed for a European customer base, the “progressive classic influencers,” who seek timeless elegance, Italian spirit, and innovation, together with a comfortable and pleasant experience on board.
Another of the greatest hallmarks of the New LANCIA YPSILON EDIZIONE LIMITATA CASSINA is the Cassina multifunctional “tavolino”, a new design element made of bio-based plastic that emphasizes the brand’s manufacturing experience. It is the first “tavolino” seen inside a car, used by Lancia to create a welcoming and hospitable space in line with its historical values. The passenger compartment therefore becomes an authentic ‘living room,’ to guarantee the comfort typical of Italian homes: a harmonious and elegant space. Powered by a 100% electric motor, the model offers a range of up to 403 km in the WLTP combined cycle, with fast charging to increase the car’s battery level from 20 to 80% in just 24 minutes, or enough for 100 km in 10 minutes. The New Lancia Ypsilon is supported by Free2move Charge, a complete and integrated 360° ecosystem that aims to provide uninterrupted car charging and energy management, to fulfill all customer requirements at home or on the road. The Italian spirit, comfort and reinterpretation of tradition are among the values that have guided the two brands in this journey of collaboration, where reinterpretation of tradition means redesigning the Lancia tradition using innovative recycled and recyclable materials, as in the main components in the recreation of a ‘living room.’ One example is the new use of a historic and iconic material such as “Panno” Lancia, now given a new identity through a contemporary material: velvet, used in the seats and their backrests with a “cannelloni” pattern. The rest of the structure is made of recycled PVC. Electric, massaging, and heated seats make them veritable armchairs to maximize in-car well-being, also ensured by the great acoustic comfort.
The New Lancia Ypsilon reinterprets with a modern twist the historic front grille, now revisited using three rays of light. It also highlights the Lancia lettering on all future models, the iconic round LED taillights – inspired by the legendary Lancia Stratos, the innovative S.A.L.A. (Sound Air Light Augmentation) infotainment system, a pillar of Lancia’s effortless technology, together with Level 2 autonomous driving, to travel out of town more safely and with a simplified in-car experience. The New Lancia Ypsilon represents the first step in the Renaissance of the brand, whose clear and ambitious electrification strategy is proceeding in line with the Stellantis “Dare Forward” strategic plan. The New Lancia Ypsilon is a smart city car. The parking assistance system makes the car easier to drive and maneuver in the city, courtesy of cameras and front and rear sensors that facilitate parking. The two 10.25″ screens (instrument cluster and digital radio) clearly display driver information and can be customized in terms of both layout and colors. The tech specs are completed by the keyless entry and start system and, for those who can’t tear themselves away from their personal device, a wireless phone charger and Bluetooth Android Auto/Apple CarPlay.
In its full-electric version, the New Lancia Ypsilon is the brand’s first 100% electric car. The model represents entry into the era of electric mobility, embodying its vision in terms of range, charging time and efficiency for market-leading performance. With a 156-hp/115-kW power unit and a 51-kWh battery, making it best-in-class in the premium hatchback B-segment, the New Ypsilon boasts a range of up to 403 km in the WLTP combined cycle, with fast charging in 24 minutes (from 20% to 80%) or enough for 100 km in 10 minutes. The car’s fuel consumption stands between 14.3 and 14.6 kWh per 100 km. Lancia’s clear and ambitious electrification strategy includes the launch of three new models, one every other year. New Lancia Ypsilon is launching in the BEV version, powered by a full-electric powertrain. In line with the Stellantis “Dare Forward” strategic plan, from 2026 Lancia will only be launching 100% electric models. New Lancia Ypsilon is supported by Free2move Charge, a complete and integrated 360° ecosystem for tailor-made charging and energy management, accessible to all Lancia customers. Lancia’s competitive solutions simplify the charging process at home and on the road, for the best experience aboard an electric vehicle.
Free2move Charge Home provides private customers with support for the installation, financing, and warranty of home charging systems, as well as other energy-related hardware and services. Free2move Charge Go guarantees access anyplace, anytime to the broadest and best maintained network of public charging points. The system is also structured to understand user needs and optimize overall energy management, resulting in a lower total cost of use and maximizing environmental benefits. This modular structure enables Free2move Charge’s promise of e-ABC, “easy to Always Be Charged” to take shape. Keeping fully charged at all times is easy thanks to an integrated system of hardware, software, and charging services that meet all the needs of EV customers, anyplace and anytime. Free2move Charge therefore contributes to achieving the goals set out in the Stellantis “Dare Forward” strategic plan, including 100% battery electric vehicles in Europe by 2030.
The communications campaign tells the story of the New LANCIA YPSILON EDIZIONE LIMITATA CASSINA in terms of Italian style, onboard comfort, simple and intuitive technology, and design cues, comparable to those found in a magnificent Italian home. The narrative plays out in a long-distance phone conversation between Milan, where the lead actor travels through the streets of the city center aboard the silent electric car, and the home of the leading actress on the shores of a stunning Italian lake. Visually, the two main roles are accompanied by an alternation of iconic images of typical Italian landscapes, with a gradual focus on the car’s details, revealed bit by bit. The man describes an elegant, bright environment, featuring Italian designer furniture with a very high level of technological content, suggesting he is referring to his own home. Meanwhile, the woman moves around in a sophisticated, Cassina-furnished environment, overlooking a beautiful Italian landscape. The ambiguity is only clarified in the finale, when the lead actor arrives at the woman’s home, only to find that she has gone out. Actually, she has left the villa in the New LANCIA YPSILON EDIZIONE LIMITATA CASSINA, and says she is “at his place.” Available in digital, print, and display formats, the communications campaign was conceived by the creative agency 777, led by director Martin Werner, for the Movie Magic production house. Media planning is handled by Starcom, with social media dealt with by Publicis Sapient.
