Benvenuti amici!
Over the past few weeks we have shared snapshots of FIAT, Ferrari, Alfa Romeo and Maserati… the FIAT Famiglia of coach brands. Last, but certainly not least, our gaze falls upon Lancia Automobili S.p.A. With the brand on the life support that is rebadged Chryslers and the lonely little Ypsilon, we figured it is time we put together a short history of the brand and what it meant, and possibly still means, to Italians and petrol heads in other parts of the world.
Lancia was driven onto the map of automobiles by two FIAT race team drivers; Vincenzo Lancia and Claudio Fogolin. From its early beginnings, Lancia & Co. was a firm of innovation. A short look at Lancia firsts (full electrical system, monocoque body, common use of Sliding Pillar suspension, 5-spd gear box in a production vehicle, V6 engine in full production, the V4 engine and pioneering independent suspension for production vehicles, to name a few) clearly illustrates the important role once filled by the automaker.
But innovation comes at a steep price that proved more than the Lancia family could sustain over a long period of time. Eventually, the funding well ran dry and the firm needed to find an interested party to take over. The Lancias found one in 1969… FIAT S.p.A. The deal meant the Lancias would continue to exist as an Italian innovative mainstay and the Angellis would continue to cement their place as the Italian auto group. But FIAT did not simply absorb Lancia, they continued to release new exciting product. In the '70s & early '80s, the range would include rally legends, such as; Stratos, Gamma, Beta & Delta. In fact, as is the case with Ferrari, many of the most beloved Lancia models are products of the FIAT-Lancia era.
Theta
Lambda
Appia
Aurelia
Fulvia
Rally Royalty
Hot Tease: Hyena Zagato
Through the '90s, as their parent company recovered from the cost of successful & failed global market strategies, most Lancia models became more 'me-too' than 'I-am'. With money tight, the automaker was, once again, in financial straits. The former industry innovator was, now, bracing itself for the slide to little more than a fond memory in the hearts & minds of Italians.
We come full circle to where this story began. In 2004, Sergio Marchionne was appointed CEO of FIAT. This proved to be no dream job situation. His predecessors left little to be desired and much to be done… the FIAT market share fell 21% in fourteen years and the firm was selling pieces of the family business, like sailors dropping weight to keep their vessel afloat. Alfa Romeo was pulled from important foreign markets and the parent company was pouring substantial amounts of cash-flow into newly acquired Maserati. Marchionne was charged with performing industry triage. The Agnellis had to stop bleeding finances and restructure the family business in way that would ensure they would see the next decade.
Marchionne paired Maserati with Ferrari and, later, grouped FIAT's ABARTH division with a new paring of Maserati & Alfa Romeo. This would better maximize the high cost of technological and high performance advancements. The mainstream FIAT range would also benefit from this new grouping, as ABARTHs have traditionally been based on existing FIAT models. In addition, don Marchionne paved new paths to markets FIAT had previously abandoned.
One of these paths led to the acquisition of Chrysler Group, LLC. Not only did this business decision ease FIATs reentry into the North American market, it offered another pairing idea. The CEO of FIAT saw an opportunity to marry the Chrysler range with Lancia. In lieu of rushing a fresh line-up for the Italian brand, he could rebadge 'Lancia-looking' American cars… Or could he?
Marchionne paired Maserati with Ferrari and, later, grouped FIAT's ABARTH division with a new paring of Maserati & Alfa Romeo. This would better maximize the high cost of technological and high performance advancements. The mainstream FIAT range would also benefit from this new grouping, as ABARTHs have traditionally been based on existing FIAT models. In addition, don Marchionne paved new paths to markets FIAT had previously abandoned.
An Ameri-Italian mixed range for Lancia
The rebadging of Chryslers was never going to work, in the longterm. True, it is easy to see the stylistic similarities between past/modern Chryslers and some past Lancia luxury models. But one cannot repot over 100 years of Italian roots in a fancy Dodge vase. There is absolutely nothing innovative to be found in such a business decision… which means there is nothing Lancia about it.
The Ypsilon, beginning life as the Y10… last of the similarly innovative Autobianchi bloodline, is the only remaining truly Italian Lancia. It is very popular in Italy, selling somewhere in the neighborhood of 60 thousand units per year and boasting several different production versions. But even that is, now, in jeopardy. Italian production of the last of the true Lancias moved to the Tychy plant (the same plant building the 500 & the Panda) in 2011 and the Ypsilon is rebadged as a Chrysler in most non-Italian markets… while being reduced to something of an upscale FIAT in others (but still bearing the Lancia badge).
Last Lancia Standing: Ypsilon
I dig the Ypsilon… I wish it was available in our market. The updates, over the years, that integrate design cues from the 1939 Ardea as well as the famed Delta have been welcome enhancements to the already upscale runabout. Features, such as; state-of-the-art engineering & build quality, park assist, Start & Stop, ultra-luxury interior materials and many iconic collaborations, help set it apart in its segment. But this fan, and it seems I have company, desires more. Maybe, if we keep our fingers crossed tightly and avoid ending up on Santa's 'naughty list', Marchionne & the Agnellis will find a way to restore the brand that taught us a red elephant can be a symbol of unmatched road course agility & speed. Yeah… just maybe...
Ypsilon HF Integrale Martini: Dream On
Ypsilon HF Integrale Alitalia: Dream On
Vivere.Amare.Guidare.
Ciao!
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