Over the past few years, Lancia has largely survived through the rebadging of its owner Fiat Chrysler Automobiles (now Stellantis) products. The 116-year-old Italian brand has unveiled a new logo and concept that the company has promised is the first step in the brand’s renaissance.
The Lancia Pula Zero design concept is the styling inspiration for the brand’s future vehicles. Its name is a combination of the words “pure” and “radical.” The designer’s intention was to combine the soft, smooth elements of the Aurelia and Flaminia models with Stratos When delta.
The front of the Pu+Ra Zero has a Y-shaped light signature that Lancia calls ‘calice’. The company intends to make this prosperity part of its future vehicles.
The round taillights are directly inspired by the Stratos. The new Epsilon will wear this look.
Despite the circular opening in the roof, the Pula Zero does not actually have a cabin. Lancia envisions a model with an interior styling inspired by Italian furniture. The company plans to use a simple shape and color-blocking approach to materials.
“A new era for Lancia begins today with a new logo and a clear design vision,” said Luca Napolitano, CEO of Lancia. “In anticipation of the new Lancia’s first vehicle, the new Epsilon, we present the Lancia Pu + La Zero, a sculptural, three-dimensional manifesto that will inspire the vehicles to be launched between 2024 and 2028.”
The new Epsilon will be the first Lancia to wear the updated logo. The design is primarily inspired by the 1957 emblem. The brand name is expressed in a simple font. The letters are in a circle with a vertical line across the left side.
Lancia plans to introduce a new model every two years from 2024. By 2028, the brand plans to offer only electric vehicles. It also plans to open 100 new showrooms in Europe and implement systems to support online sales.