New Lancia Renaissance series tells the story of the brand's resurrection
The short film "New Lancia Renaissance" is now available online, following its teaser first released at Lancia Design Day on November 28th. The three-part YouTube series, which is narrated by Lancia CEO Luca Napolitano, offers an in-depth look at the recent efforts of returning to the market and future plans of the storied car company.
According to Napolitano, the short film is a testament to the hard work, dedication, and passion of the Lancia team. "For me, Lancia's Renaissance is a dream come true," he said. "By following this particular course of strategic action, we want to position ourselves as a desirable, reputable, and esteemed brand in the premium market in Europe."
The first episode of the series takes us behind the scenes of Lancia Design Day, the first event to take place since the return of the brand. The episode combines elements of the past and the future, using a documentary-style format to reveal details that are often kept private.
The episode features interviews with Jean Pierre Ploue, head of design at Lancia, and members of his team, who discuss the development of the new logo, design language, and the Lancia Pu+Ra Zero concept car.
Throughout the episode, there is a clear sense of passion and respect for the brand's rich heritage, which has made significant contributions to the automotive world. The hard work and attention to detail that went into the revival of Lancia's iconic vehicles is quite obvious.
The episode was filmed in various locations in Turin, including the offices of Napolitano and Ploué, the Lancia open space, the Centro Stile, the Stellantis Heritage Hub, and the Reggia di Venaria. The episode also includes footage of Lancia's past cars, such as the Aurelia and Flaminia, the Stratos, Delta, Rally 037, Beta, and Gamma.
The conclusion of the series is set to take place sometime in 2024, with the introduction of the new Ypsilon model. The second episode of the series will be presented at Milan Design Week in April later this year.
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