Milan's new Lancia flagship shop reflects the company's principles, accenting Italian sophistication. The new Lancia logo is proudly displayed above the door, and the huge, brilliant windows pop against the dark modern outer face. Lancia's future is reflected in the typography, which was conceived as a nod to the fashion industry, which has maintained a close relationship with the company throughout its history. The new brand emblem, displayed prominently on a pillar, represents the company's transition into the age of electromobility.
Lancia's upscale personality shines through in the thoughtful use of light and dark tones and high-quality materials. In addition, they transform the shop into a luxurious Italian villa. To further emphasize the building's residential feel, flower beds have been placed around it. Lancia's dedication to protecting the environment and promoting sustainable practices is highlighted in the layout of the outdoor spaces.
As soon as customers walk through the showroom doors, they explore everything Lancia has to offer. The vehicle and the showroom follow Lancia's objective of creating an environment reminiscent of a refined Italian home. The automobiles are arranged in the center of the gallery space, almost like sculptures, and are bathed in natural light from the wide windows around the room. The same attention to providing a warm welcome to customers is carried through in the places where vehicles are delivered, and service is provided.
"The first phase of Lancia's new corporate brand rollout is complete in Milan. Half of Italy's distribution channels will use the new brand by the end of the year." Luca Napolitano, CEO of Lancia, adds, "in 2024, we'll have the dealer network in other European nations up and running in time for the debut of the new Lancia Ypsilon in the middle of the year." "The new logo represents the four tenets of Lancia's strategy for the next decade: quality, electrification, sustainability, and a cutting-edge sales methodology that caters to each customer. The new Lancia showrooms, both stylish and warm, are now open for business. Our goal is to provide our consumers with a fully integrated and personalized experience, regardless of where they interact with us. Using Italian interior architecture, design-inspired materials and colors, and meticulous attention to detail creates an atmosphere of calm and safety."
Lancia will continue the renewal of the distribution network in other Italian cities in the second quarter of the year, following the launch of the flagship store in Milan. By 2023, we hope to have persuaded at least half of Italy's dealer network to adopt our new brand identity. The Italian dealer network should be fully adapted by the time the new Lancia Ypsilon is released in the second quarter of 2024, marking the start of a new era for the brand.
In the first quarter of 2024, the new corporate brand will likewise be rolled out across Europe. By the middle of next year, the Stellantis Group aims to have 70 business partners established in over 60 locations to sell Lancia and the other luxury brands under its umbrella.
Lancia's new sales system is a brilliant blend of online and offline methods. Customers can begin their shopping expeditions from the comfort of their own homes, on the Internet, and then receive expert guidance from the sales assistants at the local trading partners. Online retailing will be prioritized for markets outside of Italy.