After Fiat and Alfa Romeo, let's continue our analysis of registrations for Italian brands over the first nine months of 2026. This time, let's take a look at Lancia, whose European revival still seems just as complicated. While some markets are showing encouraging growth, volumes remain low, and, above all, Italy is still struggling to gain momentum.
As a reminder, Lancia began its relaunch with the new Ypsilon, a B-segment city car that’s larger than its predecessor. Until now the only model in the lineup, it has just been joined by the new Gamma, an SUV that will bear the heavy responsibility of breathing new life into the brand. But for now, new car registrations still rely solely on the Ypsilon.
In Italy, the Lancia Ypsilon seems to have reached its limits
Italy remains, by a wide margin, Lancia's largest market. However, With 6,967 registrations between January and September 2026, compared with 7,325 a year earlier, the brand saw a decline of 5 %.
This trend is all the more concerning given that in the first half of the year, the decline was only 2 %. In other words, the situation is not improving. Even more telling is the fact that the Lancia Ypsilon no longer appears in the top 50 best-selling models in Italy. In an effort to boost sales, Lancia recently introduced a more accessible version, equipped with a 1.2-liter gasoline engine producing 100 ch, paired with a manual transmission. It remains to be seen whether this lower starting price will attract more Italian buyers.
France is making strong progress, as is Spain
Fortunately, the news is better elsewhere in Europe. In France, Lancia recorded 1,035 registrations, compared with 571 last year—an increase of 81 %! Admittedly, sales volumes remain modest, but the growth is worth noting. The brand seems to be gradually finding its audience.
The same trend is evident in Spain, where the Ypsilon is manufactured. With 501 registrations compared to 439 in 2025, Lancia saw a 14 % increase. Belgium is also following this trend, with 183 registrations compared to 161 a year earlier—an increase of nearly 14 %.
Luxembourg even saw a spectacular increase of 114 %, rising from 49 to 105 registrations. In contrast, the Netherlands saw a decline of 13 %, with only 93 cars compared to 107 the previous year.
All in all, These six markets accounted for 8,884 registrations over nine months, compared with 8,450 a year earlier. This represents an overall increase of approximately 2.7 %, though it is still not enough to be considered a true commercial success.
Can the Lancia Gamma be a game-changer in 2027?
These figures confirm a trend: Italy appears to have reached a plateau with the current Ypsilon, while France and Spain still have room for growth. All eyes are now on the new Gamma, recently unveiled at the Paris Motor Show. Its first deliveries in 2027 will show whether Lancia can finally take things to the next level. You’ll notice, by the way, that you still won’t find a test drive of the Lancia Gamma on Italpassion—the brand has apparently forgotten our phone number…
At the same time, Lancia plans to open about 100 additional dealerships in Europe and will organize a Lancia Day in early 2027, focusing on its product strategy and its future. One thing is certain: after years of promises, Lancia must now turn its revival into actual vehicle registrations.
| Country | January–September 2026 | Evolution |
|---|---|---|
| Italy | 6 967 | -5 % |
| France | 1 035 | +81 % |
| Spain | 501 | +14 % |
| Belgium | 183 | +13,6 % |
| Luxembourg | 105 | +114 % |
| Netherlands | 93 | -13 % |
| Total | 8 884 | +2,7 % |
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The relaunch of Lancia, conceived by Napolitano, introduced some good ideas, but their execution was absolutely lackluster:
the separation from the sales network shared with Fiat;
an absurd price of 42,000 euros for the Ypsilon;
Napolitano's arrogance, as he, while acknowledging the decline in sales, prioritized higher profit margins;
a significant delay in the introduction of hybrid models;
the delayed arrival of the gasoline-powered version at dealerships.
I think the Lancia Gamma will be a huge flop.
There isn't a single reason that makes it more appealing than any other STLA midsize SUV.
The fact that Lancia has been defunct for years doesn't help either
The new 100 dealers……are they only in those six countries, or in others as well? (Germany, Austria, Portugal, and so on)
Here, on the other hand, is what I consider to be the ideal solution for the brand's future:
Y10: a modern and affordable model, a true gem in the A segment;
Ypsilon: a facelift featuring sharper, more angular headlights inspired by the Gamma, backed by strong advertising campaigns;
Gamma: events focused on the driving experience, designed to engage the public with the vehicle;
Nuova Musa: a modern, practical, and affordable minivan designed for families and positioned between the Ypsilon and the Gamma.
A Delta would be the most obvious choice, but we lack the resources needed to make it stand out significantly. Furthermore, launching a model based on the 308 would be commercial suicide.