By Carlo Platella
Lancia's destiny has long been intertwined with that of racing, linking its name inextricably to the world of rallies. For years enthusiasts hope for a return of the brand to motorsport, supported several times by the words of CEO Luca Napolitano as well as Carlos Tavares. Stellantis' number one himself returned to talk about the fate of Lancia, inevitably at the center of the questions that emerged during a meeting with journalists present at the recent Misano E-Prix.
From the market to racing
“Lancia deserves to return to racing”, explains the CEO of the group. “We'll see if it will be in rallies or not. However, motorsport exists as a marketing tool for the automotive industry. We have to do things in the right order. We are currently relaunching the Lancia brand. You've seen the new Ypsilon and there's more in the pipeline. I was recently in Turin to approve the next model and I can tell you that it is fantastic. In terms of appeal, the next Lancia will be as iconic as the Ypsilon.”
“Now the point of attention is the relaunch of Lanciabecause without this there wouldn't be the money to pay for a racing program”continues Tavares. “However, if sales go well and people like the Ypsilon, it will be in our interests to support and enhance the brand. You can't imagine how many people asked me to kill the Lancia brand when we created Stellantis, but I said no.”
In the footsteps of Alfa
The number one of Stellantis explains how Lancia will imitate what has been done in the last decade by Alfa Romeo, which returned as title sponsor in Formula 1 following the relaunch of the brand and is now looking for a new sporting programme: “With the relaunch of Alfa Romeo we are doing well and that's why we are studying a return to racing, because now the brand is profitable. We expect to do the same with Lancia, with the Ypsilon and everything that comes after. If this occurs, it will be in our interest to further strengthen the brand with a racing program.”
“We live in a chaotic world and I have a responsibility towards 250,000 employees”adds Tavares. “We need to be in a positive dynamic whereby the motorsport marketing tool helps a brand to relaunch itself even faster. […] Without money you can't invest in a racing programotherwise who finances everything?”. It increasingly seems like a question of time before Lancia returns to the international motorsport stage, something which, however, does not appear destined to materialize immediately.
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