In 2022, Lancia made a significant turning point towards a successful future by announcing its Renaissance strategy. This strategy aimed to revive the brand and reposition it in the European premium market as a coveted, respected, and credible brand. Luca Napolitano, CEO of Lancia, was pleased with the progress made in 2022, including market share growth, increased customer satisfaction, and acceleration of the Renaissance strategy.
The Renaissance strategy kicked off in April 2022 with the unveiling of a new ten-year plan that included the introduction of three new models by 2028. This plan aimed to cover around 50% of the market and make Lancia a 100% electric brand by 2028. The first new model to launch will be the Lancia Ypsilon in 2024, which will also be available with a purely electric drive. A new top model will follow in 2026, with the new Lancia Delta expected to launch in 2028.
To support its revitalization strategy, Lancia has prioritized sustainability, with around 50% of the touchable surfaces of future Lancia models made from environmentally friendly materials. This focus on sustainability makes Lancia a brand with an above-average proportion of recycling, aligning with consumer preferences for eco-friendly products.
The Lancia Ypsilon has been a best-seller for the brand, with almost 41,000 new registrations in Italy in 2022, making it the best-selling car in its segment for the fourth year in a row. This success helped Lancia record a 3.1% share of the total market in Italy, an increase of 0.1 percentage points compared to 2021. This impressive growth showcases Lancia's commitment to uncompromising quality, which has been the key to its improved performance year after year in terms of product and customer satisfaction.
Lancia's Renaissance strategy also focuses on a new brand identity, with a flagship store recently opened in Milan that embodies the ambiance of an elegant Italian villa. This new identity will be implemented across the Italian and foreign dealer network by June 30, 2024, on the occasion of the launch of the new Lancia Ypsilon. Lancia's distribution model is efficient and innovative, with a select number of dealerships without large-scale showrooms. However, in Italy and five other European countries, they offer a high-level customer experience that is also reflected in their online offerings.
Lancia has launched the Lancia Certified program for the brand's used cars to support its repositioning further. This process offers customers a high-quality buying experience that is comparable to the ordering process for a new car. Lancia Certified only presents used cars selected, checked, and certified by specialists. The program benefits from the high level of professionalism of the Lancia sales network, whose expertise is based on recognized and proven practices in selling used cars.
In conclusion, Lancia's Renaissance strategy is well underway, with significant progress made in 2022, setting the stage for a successful future. Lancia aims to become a leading premium brand in the European market with a focus on sustainability, uncompromising quality, and an innovative distribution model. The future is bright for this iconic Italian brand, and we look forward to its continued success.
