Lancia unveils new logo and design language

The Lancia Design Day was less revealing than expected, as we were unable to see previews of the upcoming Ypsilon, Aurelia and Delta, which are expected to debut in 2024, 2026 and 2028 respectively. Instead, the Italian brand showed its redesigned emblem, along with a sculpture called Pu+Ra Zero that hints at the brand’s new design language. Lancia also announced its collaboration with Italian furniture maker Cassina for the interior design of its models.

Lancia calls its new style language “Pu+Ra Design”, combining the words pure and radical. The new style is led by Jean Pierre Ploue and his team of young talents at the Lancia Style Centre in Turin. It is said to “define Lancia’s design for the next 100 years”, which is quite an ambitious claim. Not wanting to decide whether to go retro or modern, the company describes its future style as “Progressive Classic”.

The “Pu+Ra Zero” sculpture doesn’t really look like a car, but it conveys some of the vibes of the Lancia Stratos Zero while presenting the core design elements that will be integrated into future production models. At the front, the trio of LED lines beneath the Lancia letters is the new interpretation of Lancia’s “chalice” grille for electric models.

Lancia reinvents itself

The curves of the slim, strongly sculpted profile are inspired by the Aurelia B20 and the Flaminia, although the Pu+Ra Zero has no cabin or wheels. A circular sliding roof is considered another characteristic design element of the future.

At the rear, the round LED taillights recall those of the Stratos and will be used on the new Ypsilon, together with the letters Lancia between them. The carmaker chose the silver tone “Micalized Blue” for the exterior of the Pu+Ra Zero, which will most likely be included in the future colour palette.

For the interior, Lancia had previously spoken about the extensive use of sustainable materials in an elegant environment inspired by living rooms and Italian furniture design. Now, the company has announced its collaboration with Italian furniture maker Cassina for the car cabins of the future. The new interiors will also make references to Lancia’s classic models, including the Gamma, Thema and Flavia.

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Lancia also presented its eighth logo in its 116 years of history, which will debut on the new Ypsilon and in the dealer network updated in early 2024. The new logo, made of aluminium, retains the shape of the outer shield and the inner circle found in previous interpretations, but adopts a different typeface and a glossy background. The vertical line on the left represents a spear inspired by the 1957 emblem.

Lancia has confirmed that the new Ypsilon will arrive in 2024, and will be offered in hybrid and fully electric versions. Then, a premium electric crossover will arrive in 2026, sitting at the top of the range. It was previously confirmed that this would adopt the name Aurelia, although the carmaker refrains from using that in press releases, simply calling it “the flagship”. Finally, in 2028, Lancia will present a completely new Delta, which will return as an “exciting” and fully electric hatchback.