A month ago, we noted a situation that was worrying, to say the least: Lancia struggled to break the symbolic barrier of 10,000 annual registrations and was surviving rather than recovering. A month later, while the Italian brand is not yet out of the woods, a slight breath of air seems to be arriving at last. And, surprise surprise, most of it is coming from... France.
Italy: a welcome lightening after a gloomy start to autumn
In Italy, October put an end to a worrying downward spiral. With 937 registrations, Lancia finally records a month up on last year (805), a first in a long time.
Beware, however: comparing a good figure with a historically low year (4223 registrations in October 2023) inevitably puts the performance into perspective. But in a context where every positive sign counts, this one is worth taking.
The Ypsilon, the brand's eternal mainstay and only model, even makes up some ground in the Italian top 50: it climbs to 45th place, ahead of the Audi A1 (47th), even though it remains far behind the Suzuki Swift (35th). By comparison, its Stellantis cousins continue to dominate: Peugeot 208 8th (28,250 registrations), Opel Corsa 17th (18,906 registrations). Lancia is no longer in the same division... but is holding its own.
And to put things in perspective: in Italy, Lancia still registers more cars than Honda, Seat, Lexus or DS. A little pride in the storm.
France: an unexpected record... thanks to an offer that changes everything
Yet it was in France that the month's pleasant surprise struck. With 64 registrations in October, the brand remains on a modest but stable trend. But behind this stability lies a far more promising dynamic. Lancia confirmed two historic order records: 100 orders in September, and 122 orders in October, thanks to a new €99/month commercial offer (with deposit).
Yes, you read that right: €99 a month to drive a Ypsilon. An aggressive, simple, easy-to-understand proposition... and frighteningly effective. In other words, the best for Lancia in France is yet to come.
All the more so since, still in France, the network is expanding: early 2025: 14 sales outlets, October 2025: 21 sales outlets. More exposure, an attractive offer, curious customers: the perfect cocktail to gently revive the machine. And good news for the Iberian Peninsula: this €99/month offer will soon be arriving in Spain.
Spain, Belgium, Netherlands: a month of slight progress
The situation outside Italy remains mixed, but October is showing some signs of improvement:
- Spain: 49 registrations, one of the best scores of the year in the country where the Ypsilon is produced.
- Belgium: 27 units, up sharply on recent months.
- Netherlands: 15 units, which for them represents a "decent" month given the level of local demand.
In Germany, on the other hand, it's a complete desert: Lancia simply isn't on the market there yet, despite numerous comments from German, Swiss and Austrian readers lamenting its absence. Perhaps we'll have to wait for the arrival of the future Gamma in 2026 to see the brand make a comeback.
A total that is growing...
Cumulatively, Lancia now boasts 8,623 registrations. A figure that's still low, but... almost on a par with Lamborghini. Yes, really. It's all relative, isn't it?
Complete list January-October 2025 :
- Italy: 8262
- France: 635
- Spain: 508
- Belgium: 188
- Netherlands: 122
After a gloomy September, October is clearly catching up. The real question now is: can Lancia stabilize these figures and turn the tide? Several factors point to a slight recovery:
- a very attractive commercial offer that seems to work in France and could be extended elsewhere;
- expansion of the distributor network ;
- signs of recovery in the italian market;
- and the arrival of new leadership.
At the beginning of November, the brand was rocked by a major change: Luca Napolitano has handed over to Roberta Zerbi, Lancia's new CEO.. A strategic turning point that could herald a new vision... and, let's hope, an accelerated relaunch.
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My Ypsilon hybrid gives me complete satisfaction on both country roads and freeways.
but still no advertising on TV, in newspapers or on the Internet. I repeat, when you launch a "product", the first thing you have to do is ADVERTISE..... but the "heads" in charge don't have to be "up to speed" to understand it!!! On the other hand, dealers are TOP....to try to sell it!!!