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.
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.