After Fiat, Alfa Romeo and Maserati, it's the turn of Lancia to sift through the figures. A mythical brand with a glorious past, but whose European renaissance so far looks more like a balancing act than a real take-off.
An ambitious renaissance... but one fraught with pitfalls
For many years, Lancia survived almost in autarky, confined to the Italian market with just one car: the old Ypsilon. An aging city car, but surprisingly loyal to its local public. Then came the time for a major relaunch, led by the Stellantis group, with a clear ambition: to reposition Lancia as a premium Italian brand, capable of seducing customers well beyond national borders.
The symbol of this new era is the new Lancia Ypsilon. A complete break with the past. A change of segment, philosophy and price. The Ypsilon leaves the A segment and enters the B segment, with an entry price now in excess of 25,000 euros. Quite a shock, when you remember that ten years ago, the old Ypsilon was sold for around 15,000 euros. Added to this are a number of choices that have fuelled debate: a design deemed divisive, a technical base derived from the Peugeot 208, production in Spain, engines that do not meet with unanimous approval, and above all an almost total absence of advertising campaigns in most European countries. Taken in isolation, each of these elements can be defended. Taken together, they represent a real obstacle course for a brand in the midst of reconstruction.
Italy, a fragile but indispensable pillar
Unsurprisingly, Italy remains Lancia's leading market. By 2025, the brand will have registered 9,710 cars there. A figure that may seem respectable in view of the past, but it also shows the current limits of the recovery. In its domestic market, Lancia sells fewer cars than Honda, Mazda, Tesla, Volvo, Mini or Suzuki. However, it can take comfort in the fact that it is ahead of Porsche, DS and Lexus, proof that its local roots remain solid. In the ranking of sales by model, the Lancia Ypsilon finished in 44th place in Italy, just ahead of the Audi A1, but behind generalist city cars such as the Suzuki Swift. Of all Italian sales, only 951 Ypsilons were electric, representing around 10 % of registrations. A modest ratio, reflecting both the model's positioning and the persistent reticence surrounding electric power in this segment.
A European presence that's still very discreet
Outside Italy, the reality is more brutal. In France, Lancia ended 2025 with 850 registrations. The month of December, with 147 units, was almost a ray of sunshine. Significantly, 71 % of these registrations came from private customers. Electric vehicles accounted for 17 % of sales, a little better than in Italy, but still far from the targets.
In Spain, where the Ypsilon is produced, Lancia recorded 625 registrations over the year. A paradoxically weak result, despite a more dynamic April. In Belgium, the brand achieved 241 registrations in 2025, while in the Netherlands it limited itself to 165 units. These very modest volumes illustrate just how embryonic the European recovery still is. Germany and Luxembourg are still conspicuous by their absence.
2026, the year of truth for Lancia
In all, across the five main markets surveyed, Lancia will have registered 11,591 cars in 2025. A figure that confirms a reality that's hard to ignore: the recovery is underway, but it remains fragile, slow and costly in terms of image.
But the year 2026 could change everything. Visit Lancia officially returns to WRC2The Lancia Gamma SUV, a discipline inseparable from the brand's sporting DNA, represents a powerful emotional lever. Added to this is the expected arrival of the Lancia Gamma SUV, a strategic model that should finally give consistency to the range and lend credibility to the brand's premium positioning. Lancia is now playing for big stakes. 2025 will have been a year of transition, made up of trial and error and mixed signals. In 2026, there will be no room for the excuse of a restart. The brand will have to prove that it is capable of transforming its heritage into lasting commercial success.
| 2025 | |
|---|---|
| Italy | 9710 |
| France | 850 |
| Spain | 625 |
| Belgium | 241 |
| Netherlands | 165 |
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The Lancia Ypsilon lacks two things: internal combustion engines other than the PureTech, and sales outlets (almost non-existent at most Fiat-Alfa-Jeep-Abarth dealerships, one wonders why?).
Otherwise, it's an excellent car, with good roadholding, good design and excellent finish.
And a real Lancia line, not a botoxed 208.
A SUCCESSFUL design? 🧐
Totally agree, it lacks
Engines with character
Oh yes, the ypsilon is really very pretty... Both front and rear! I much prefer it to the Peugeot.
Putting so much ill will into relaunching a brand... frankly it's a waste in the end. I'm a former "lanciste" and I never buy a cobbled-together thing like the Ypsilon. I used to have one of the first Ys and it was clearly more upmarket than the Punto.
What did FCA do to make a Lancia!?
Take a low-cost Segment A and turn it into a small luxury car
What did Stellantis do to make a Lancia!?
Make a Segment B, much more sophisticated and much more modern by taking at least 70 % of the elements and improving it.
Where is the regression???
Where's the waste? 70 %s already existed! (Like the Audi A1 derived from the Polo, the A3 from the Golf, etc.).
Where's the bad will?
Lancia is missing some models and Ypsilon versions.
It's a brand in the making.
Patient!
Die Material Anmutung im Innenraum spiegelt in keinster Weise den Preis wieder. Ebenso wie damals der Mehrpreis Mito zu Punto. Da werden die kleinen Stückzahlen preislich voll durchschlagen.
Allerdings wird man so nie Volumen verkaufen.
Mittel und Oberklasse fehlen komplett und die Marke lebt vom Image vergangener Tage.
Es ist schlicht weg nur traurig was aus Lancia geworden ist. In Spanien gebaut mit Peugeot teilen. Keine italienische Ingenieurs Kunst oder Form. Ich hoffe Lancia findet den Weg zu seinen Wurzeln schnell wieder
Stop comparing Lancia y PREMIUM car with Suzuki Swift. Are you fkn retarded?! Suzuki?! SUZUKI?! That cheap sht can only be compared with dacia and marques like that, not LANCIA!!!! Oh, you are getting on my nerves so much with that retarded thinking!!!!
I have published your comment, but the next one will not be published. You are not welcome here.
Lancia should be more than a rehashed Peugeot.
Let's hope that this year's return to world (+European+national) rallying will raise the brand's profile, because otherwise more Ypsilon HF Rally2 Integrales could be sold by drivers (already over 50 sold) than production models by ordinary motorists!!! 😮
I'll say it again and again....impossible for Lancia not to advertise....even the dealers I know don't get it....they "run around in circles" all day and are furious with the people in charge of Stellantis Lancia.
I have a Ypsilon Cassinna which is perfect.
I was a severe Lancia fanatic in the 60s, 70s and 80's - a brand that was cared about - they were machines as well as cars. Since amalgamation with Stellantis I cannot see it has a future. Lancia is an Italian through and through and cannot be a car produced in Spain, with bits from a Peugeot with Lancia badging - it has to be built in Italy and have Italian DNA.
Stellantis seem to think that all the people shouting "Save Lancia" will actually buy a Lancia, clearly they will not.
The move into top-level rallying seems a very desperate attempt to gain "street customers". If it is not a success (in WRC2) then the brand identity will be harmed - a big risk even though the Ypsilon WRC2 is based upon a proven Stellantis car.
For decades the situation has always been that everyone admires Lancias but only a few buy them. Ypsilons have kept the brand alive, Stellantis should have firmed up in that market before trying to reach upwards.
Ho una Lancia ypsilon hf line ibrida ... non è il massimo ... ma spero che la migliorano e la producano in Italia.
The Ypsilon is a big commercial flop, which was largely predictable because of its criticized lines (especially the front), which are too close to the 208, its outrageous price, its engine (Puretech) and its lack of advertising in the media (TV). The worst thing is that they're going to do it again with the Gamma, which will be a clone of DS n°8...
Diese Wiedergeburt ist eine Totgeburt.
Niemand, aber wirklich niemand hat auf den Y gewartet. Und wenn man die BEV Technik der Stellantisbrüder 208, Corsa etc. verbaut, welche technologisch gesehen das Schlusslicht bilden, wird dies erst recht nichts. Meine Prognose: 2027 wird Lancia wieder gestorben sein und Stellantis kann daneben gleich noch ein Grab für DS ausheben