Long gone are the days when Italy’s Lancia brand was seen as an enticing car manufacturer, associated with many of the sex symbols of the 1950s and 1960s.
Now, according to the newly revealed five-year business plan laid out by chief executive Sergio Marchionne, the recently merged Fiat Chrysler Automobiles will relegate the Lancia brand to a single model presence in the home region of Italy.
“Marchionne is performing Lancia’s final requiem,” said Gianluca Spina, dean of Milan Polytechnic’s business school. “It’s a rational decision for a global carmaker. The brand has no appeal outside Italy.”
Marchionne has turned Lancia expandable as the brand has no allure outside the home market and within two years it will confine it to the region – with a single model line-up, as Fiat SpA is aiming to stop losses in its European region.
In 2016, Lancia will only be selling the subcompact Ypsilon according to sources, as the Delta model would be phased out this year and the Voyager minivan in 2015, with the company stopping the re-badged Chrysler versions. Also, the Ypsilon small car would get a successor for the Italian market, as the model has been a bestseller in its home country in recent years.