In Europe, Lancia is becoming rarer than a luxury brand

After a few months of waiting, it's time to take stock of registrations of Lancia in Europe. For while the brand's news is full of good news, such as his return to competition with a program in WRC2However, the reality of registration figures in 2025 remains worrying. Sales are still showing no sign of stability, nor of any real recovery.

Italy: a breath of fresh air

Italy, Lancia's main market, obviously accounts for the bulk of registrations. Between January and April 2025, the brand maintained a decent pace, peaking at 1,110 units in March. But by May (639 registrations), the trend had reversed. June saw a slight upturn (718), and July seemed to mark a jump (800)... before August saw a further fall, with just 446 units.

The Lancia Ypsilon is still in the top 50 of the Italian market, but its 44th place in August illustrates the brand's difficulty in remaining competitive. Admittedly, it is still ahead of the Audi A1, but is clearly outpaced by a city car like the Suzuki Swift.

France: the summer low

In France, the situation is hardly more encouraging. After a decent June with 75 registrations, figures plummeted in July (32) and August (24). These are the lowest levels recorded since the beginning of the year. The eight-month total comes to just 510 units, a volume which clearly does not suggest a rapid recovery.

Spain, Belgium, Netherlands: a commercial desert

In Spain, the picture is similar. After a good April (148 registrations), volumes fell back to just 6 units in August. The year-to-date figure stands at 439 units.

Belgium is an exception... but a relative one. June and July were the best months of the year, with 27 and 22 registrations respectively. But in absolute terms, this remains anecdotal. The Belgian total reached 143 cars over eight months.

In the Netherlands, the brand never managed to get off the ground. Despite a slight upturn in July (23 registrations), August saw just 5 sales, bringing the annual total to 104 units.

Maserati or Lancia: who will register the most?

Add it all up, and the results are striking. From January to August 2025, Lancia registered just 7,809 cars in Europe. At this rate, we can seriously wonder whether Maserati or Lancia will have more registrations by the end of the year. A situation unthinkable just a few years ago.

A brand in search of communication

There's no mystery about the Lancia Ypsilon. Even with the arrival of a less expensive entry-level version, without a hybrid engine, what the brand needs most today is not new versions, but communication. The absence of visible campaigns condemns Lancia to confidentiality, even in its historic markets.

The return to WRC2, while promising, will not be enough on its own to restore visibility. As for the launch of the future Lancia Gamma in 2026, it could represent a unique opportunity to put the brand back in the spotlight. But here again, without a real investment in marketing by Stellantis, we can't expect miracles.