Embarking on a daring and ambitious transformation, Lancia, the illustrious Italian auto brand, presents its reinvented corporate identity to the world. This revival, fueled by the dedication of forty Italian dealerships adopting the company’s new image, heralds a vibrant era for the car manufacturer.
Lancia’s CEO, Luca Napolitano, expressed enthusiasm for the swift progress, encompassing 13 Italian regions and poised for further expansion. He projected a future teeming with promise, with an estimated 50 revitalized showrooms by September, a robust 100 by the close of the year, and full network coverage by April 2024.
Beyond mere aesthetic overhaul, Lancia’s renaissance weaves in a digital thread. A month after the launch of Casa Lancia, the first exclusive communication channel for the dedicated Lancia sales force, the level of engagement and enthusiasm is soaring. Accessible to all 240 certified salesmen, this platform stimulates interaction and collaborative communication, inclusive of direct responses from the CEO himself.
Raffaele Russo, Managing Director of Lancia Italy, confided that Lancia’s rebirth marks an epochal shift in the premium automobile space. Carving out Lancia-specific zones within the dealerships and nurturing a highly-trained sales force will further refine the premium experience for the patrons.
The reshaped Lancia Corporate Identity orbits around four core pillars, quality, electrification, sustainability, and an avant-garde sales model. These pillars find reflection within the redesigned showrooms. Each customer’s journey commences from the exterior of the dealership, highlighted by sophisticated architecture and an Italian marble totem resonating with Italian elegance.
Upon entering the dealership, customers are welcomed to the Lancia-specific area known as S.A.L.A., where brand experts are ready to assist. A visual symphony of lavish materials, elegant Cassina furnishings, and an artful interplay of light and shade coalesce to fashion an authentic ‘home feeling’.
The grand centerpiece of the showroom comprises the majestic display of the cars, akin to awe-inspiring sculptures, bathed in natural light. Assisted by a devoted Lancia expert, customers can craft their dream car using a tablet.
The bold strides taken by Lancia extend into the digital realm. With the recent launch of Casa Lancia, the first exclusive communication platform for Italian Lancia salesmen, the brand underscores the importance of community and ensures lucid interaction between participants. This initiative elevates the sales force’s role in providing a premium brand experience, online and offline.
The adoption of Lancia’s new Corporate Identity has left a significant imprint on Italy. The first 40 showrooms donning this identity, now named ‘Casa Lancia,’ stretch across 13 regions with an equitable distribution in the North, Central, and Southern regions. Piedmont leads the pack in terms of the highest number of refurbished showrooms, trailed by Sicily, Lombardy, Lazio, and Tuscany.
This rejuvenation spree is not confined to Italian boundaries. Lancia’s strategic roadmap plots the spread of the new Corporate Identity across approximately 70 dealerships in major European cities by mid-2024. The plan pledges to harmonize digital and physical purchasing methods, spotlighting the online sales channel beyond Italy’s borders and offering a blend of both within Italy, tailored to each case.
This sweeping transformation denotes a crucial juncture in Lancia’s inspiring renaissance. By reshaping its identity and finessing the customer experience, Lancia propels itself towards becoming an enviable, esteemed, and reliable contender in the European premium automobile arena.
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