Lancia has announced the opening of its first showrooms in Paris and Barcelona, marking a significant step in the brand’s return to the French and Spanish markets.
By 2025, Lancia plans to establish 25 showrooms and 80 service points in France, along with 20 showrooms and 55 service points in Spain.
This expansion aligns with the launch of the new Lancia Ypsilon, available in electric and hybrid versions starting in October 2024.
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The Ypsilon’s design emphasizes driving pleasure, intuitive technology, electrification with competitive range, and timeless Italian elegance.
The showrooms will embody Lancia’s new corporate identity, reflecting the brand’s focus on quality, electrification, sustainability, and a customer-centric sales model.
The dealerships, named “Casa Lancia,” are designed to offer a premium, welcoming experience reminiscent of an Italian home, enhanced by a collaboration with iconic Italian furniture brand Cassina.
Luca Napolitano, CEO of Lancia, emphasized that this expansion is a crucial part of Lancia’s “Renaissance Plan” to reestablish itself as a desirable and credible premium brand in Europe.
After nearly 18 months since the first pilot showroom opened in Milan, the brand’s strategic plan is now taking shape in France and Spain, with a network that will be fully operational by the end of 2025.
The customer experience will blend both physical and digital interactions, allowing customers to begin their journey online and seamlessly transition to in-person consultations with Lancia experts.
Source: Lancia Launches First Showrooms in Paris and Barcelona: Expanding Luxury Car Presence
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