Lancia fans ‘are passionate about cars that no longer exist’ … they drive Audis, Mercedes, or Teslas

Lancia is making a big comeback at the 2026 Paris Motor Show with its new Lancia Gamma. But behind this resurgence, a paradox remains: the Italian brand now has more enthusiasts than actual customers. That is the observation made by Arnaud Belloni, the new CEO of Fiat, Lancia, and Abarth, during an interview with journalists transcribed by Corriere della Sera. And his comments about the Lancists are sure to spark a reaction.

Lancia enthusiasts who no longer drive Lancias

«Lancia is a brand with more fans than customers,» admits Arnaud Belloni. And the executive seems to know this community of enthusiasts very well—a group devoted to models that have left their mark on the history of Italian automobiles. «Lancia enthusiasts are passionate about cars that no longer exist, the kind you find at Goodwood or in museums: the 037, Stratos, Fulvia, and Delta HF Integrale. And besides, they don’t drive Lancias anymore—they probably drive Audis, Mercedes, or Teslas.» « This observation highlights the challenge facing the automaker. After all, these enthusiasts also represent a potentially attractive customer base. »They’re very affluent and they’re influencers. I love them, but right now, we don’t have anything to offer them,” the executive continues.

And for those hoping for a new Delta HF Integrale, you’ll have to be patient. Arnaud Belloni believes that simply releasing a hypothetical Delta in 2028 won’t be enough to win back these enthusiasts. «We need to take our time and come up with something.»

Lancia also wants to win back customers of the A112, Y10, and Ypsilon

But “Lancists” make up only a portion of Lancia’s audience. Arnaud Belloni identifies a second category: the actual buyers. According to the brand’s research, this customer base has historically been predominantly female, affluent, and college-educated, living in the upscale neighborhoods of Milan, Paris, or London.

A customer base that made the small Lancias a success. The executive points to the 1.2 million Autobianchi A112s and nearly 1.1 million Lancia Y10s sold—compact, elegant, and stylish cars. «This is another possible direction for our brand,» he explains.

A statement that echoes the information we published earlier today. Arnaud Belloni confirmed that he is working on a new, very compact, modern, and competitive car, which could be produced at Mirafiori. And according to information we gathered at the Paris Motor Show, the executive is indeed considering reviving Lancia with models based on Fiat vehicles. Could a new Y10 or Musa be in the works? For now, this is just speculation.

The priority remains the new Gamma and the expansion of the network

In the meantime, Lancia needs to sell its current models. Following the new Ypsilon, the Gamma has just made its debut at the Paris Motor Show, featuring hybrid and electric powertrains, including a 375 ch HF Integrale version.

Arnaud Belloni also announced about 100 additional dealerships in Europe, notably through the Fiat network, without compromising the distinct identities of the two brands. Lancia also plans to hold an event dedicated to its product strategy in early 2027. The question now is how the brand intends to reconcile two audiences: those who still dream of a Lancia Delta Integrale and those who might one day buy a new, stylish compact Lancia. The real challenge will be to turn the nostalgia of the former into sales without losing the latter.