Just a few years ago, it would have been hard to imagine that Lancia The idea that Renault might sell fewer cars than Ferrari would have seemed like a joke. On one side, a manufacturer of limited-production supercars. On the other, a premium brand owned by Stellantis. Yet, by the end of 2026, this scenario could very well become a reality. A year and a half after the commercial launch of the new Lancia Ypsilon, it's time to take stock. And the picture is more mixed than it seems.
Italy Still Can't Get Off the Ground
The Italian market remains by far Lancia’s largest market. In the first half of 2026, the brand recorded 5,261 registrations there, compared with 5,367 a year earlier—a slight decline of 2 %. In other words, sales are stable, but they are not growing.
In the brand rankings, Lancia now trails Volvo, Mazda, Cupra, and Honda, though it remains ahead of Lexus and DS. Even more telling is that the Lancia Ypsilon has dropped out of the top 50 best-selling models in Italy. Last year, it was still competing with the Audi A1 and the Suzuki Swift, both of which remain on that list.
The electric version is also struggling to win over buyers. Of the 5,261 Ypsilons registered in Italy, only 324 are the 100 % electric versions. In response to this situation, Lancia has taken action in recent months by offering more competitive pricing and launching a version equipped with a manual transmission to lower the entry price.
Growth in Europe… but on a very small scale
Outside of Italy, the news is a little more encouraging.
France posted the strongest growth among the brand’s major markets, with 723 registrations in the first half of the year, compared with 454 a year earlier—a 59 % increase. Of these, 144 were electric models. However, the volume remains modest: Italy achieves nearly that figure in a single month.
Spain, where the Ypsilon is manufactured, also saw growth, with 439 registrations compared to 400 last year (+10 %). Belgium saw an increase from 106 to 143 cars (+35 %), while Luxembourg recorded a dramatic rise of 120 %, going from 34 to 75 registrations.
The Netherlands is the only exception. The figures for June are not yet available, but between January and May, Lancia recorded 49 registrations there, compared with 69 during the same period in 2025.
In total, these six countries already account for nearly 6,700 registrations in the first six months of the year, representing an overall increase of approximately 4 %.
The Lancia Gamma is set to be a game-changer
Based on these results, Lancia is expected to end 2026 with just over 12,000 registrations in Europe.
The parallel is striking: in 2025, Ferrari delivered 13,640 cars worldwide. A luxury brand could therefore sell more cars than a premium brand under Stellantis. Of course, the comparison has its limitations. Ferrari deliberately produces few cars, while Lancia is currently sold in only a few European countries. But the symbolism is powerful.
The good news is that the new Lancia Gamma is set to arrive by the end of 2026 to complement the Ypsilon. The brand can also count on strong visibility in WRC2, where its results have been very encouraging.
One question remains difficult to understand: Why is Lancia still absent from markets like Germany and Austria? At a time when every sale counts, this strategy raises questions. Because if the Gamma fails to breathe new life into the brand, it will be hard to imagine a bright future for a manufacturer that barely exceeds 20,000 annual sales across Europe.
| Country | January–June 2026 | Evolution |
|---|---|---|
| Italy | 5261 | -2% |
| France | 723 | 59% |
| Germany | 0 | 0 |
| Spain | 439 | 10% |
| Belgium | 143 | 35% |
| Netherlands | 49 | 120% |
| Luxembourg | 75 | 4% |
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Discontinuation of the DS brand and transfer of its products to LANCIA (a brand with a rich history, unlike DS—except for its iconic model, of course).
STELLANTIS needs to put an end to this absurd cloning.
The question remains, however: who in 2026 would still want to buy a LANCIA, aside from a few nostalgic Italians!?🤔🙄
I completely agree with DS—it was just a model; I don't see why they turned it into a brand…
Take me, for example. And I'm not Italian. But they won't let me. There's still no way to buy it in Germany.
It takes more than just Germany and Austria. Portugal, Greece, Poland, the Czech Republic, and Sweden. But they don't seem to dare to take the plunge… Turkey is also a huge market.
I think it was a huge mistake to make it so big and expensive. I believe the Ypsilon should have been based on the 500e platform and also produced in Mirafiori.
It would be a more appealing model for customers of the previous generation, while the current Ypsilon could be renamed Beta and target a different customer base.
I agree… it could even be called Delta. Plus, it wins rallies.
Lancia’s fate was sealed 10 years ago when FCA decided to sell nothing but old junk to Italians—and that was that. The Ypsilon held up better than expected, but the damage was already done. I don’t even understand the point of the Gamma, really.
The Ypsilon’s rocky launch proves that Lancia’s new, ostentatious, clunky design is failing in the market. And due to the massive price increase, the company has lost nearly all of its former Ypsilon customers. It would have been better to clone the angular Panda and pair it with a sleek, sporty sibling incorporating design elements from David Oberndorfer’s fantastic Montecarlo Concept, the C3, and the Panda—with a starting price that Lancia customers would have been willing to pay. And to expect the Gamma to save the day—I just can’t bring myself to believe it… as much as I like the brand.
I don't understand why Lancia isn't sold in Germany (and also in Austria, as you say).
Once the Gamma is launched, they will certainly need to set a German launch date. It makes no sense to ignore the largest market when sales are so low in Europe.
I really like the design of the Lancia Ypsilon, and even though it’s a rebranded 208, it’s fun to drive. If only there were engines under the hood, and if dealerships weren’t so few and far between in France (it makes you wonder if Stellantis is trying to limit sales?).
For the new Gamma to sell well, it will face the same problem as the Ypsilon: it will need retail outlets.
The manual-transmission Ypsilon is still not available for sale in the Netherlands…
I still think the current Ypsilon is the best-looking car in its class, but it should have been named Delta.
The previous Ypsilon could easily have been updated, just as the Panda was.
Stellantis needs to wake up fast: the Italian division must develop its own platform and engines. Its own DNA! Otherwise, it’s over.
Even better: Lancia, Alfa Romeo, and Maserati under the Ferrari umbrella. It's the only logical step.
Only then can FIAT and Abarth really get going.
So where is that cool, little, affordable A112, anyway???
I'd really like the new Ypsilon, but it's too expensive for me, and it's not my priority right now.
But she's definitely catching my eye! I think the back is especially gorgeous…
It should be sold in the UK through Fiat dealers