LANCIA

Italian automotive brand unveiled a new logo and concept that provides insight into the design of future models

Lancia has announced that it will return to the market with new models from 2024, and from 2028 it will move to the production of exclusively electric cars. The company also unveiled a new logo and concept that provides insight into the design of future models.

Company director Luca Napolitano said that Lancia is entering a new era with a vision of pure design and, for the Pu+Ra Zero concept, he said it is a three-dimensional manifesto that inspires the vehicles that will be presented from 2024 to 2028. The name of the concept is derived from the English words “Pure” and “Radical”.

First on the list of new models is the Ypsilon, and elements of the new design and new badge will also be used by the future Delta.

“Emerged as an abbreviation of the words Pure and Radical, the Lancia Pu+Ra design is the name of a new and sustainable design language, which is the inspiration for the future styling of Lancia cars and which will be unique and lasting”, said the company. said. The interior design is inspired by the world of furniture, architecture and fashion.

The promotional material adds that the Pu+Ra Zero concept is a “synthesis of contrasting elements: beauty and technology, grace and strong character”, in which the classic and legendary forms of traditional Lancia design are harmoniously combined with the future of this brand.

The redesigned logo is just the seventh in the Italian brand's 116-year history. The refreshed appearance emphasizes the entry into the era of electric mobility, and is called a “progressive classic”, which pays homage to the 1957 badge that then appeared on the Flamin model. Lancia last redesigned its logo in 2007.

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