Published on January 29th, 2024 | by Sounder Rajen

Lancia Is Ready To Mount Its Comeback In Belgium This 2024

Lancia also joins Stellantis “the House of Innovation” in Brussels this year too

Lancia had recently joined Stellantis “House of Innovation” press event in Brussels dedicated to the 2024 plans for the market, where 36 Group cars were on display, including the brand’s Pu+Ra HPE concept car, just few weeks before the reveal of the New Ypsilon which will be among the main novelties for Belgium in 2024.

Charles Henri Fuster, Lancia Head of Marketing & Communications, said, “At the press event organized by Stellantis in Brussels, we were very proud to confirm Lancia return to Belgium in 2024, to become one of the leading Stellantis brands in the country.”

Moreover, “Lancia Pu+Ra HPE was one of the protagonists of the event, representing the brand vision for the next 10 years in terms of design, interior home feeling, sustainability, technology and electrification. On February 14th in Milan, the reveal of the New Lancia Ypsilon will take place, and Belgium will be one of the first countries to launch the first car of the brand new era.” Added Fuster.

The new Lancia Ypsilon represents the brand’s entry into the era of electric mobility, embodying its vision in terms of range, charging time and efficiency for market-leading performance. A fundamental step for the brand’s electrification strategy, whereby it plans to launch three new models, one every two years.

The first will be the New Ypsilon in 2024, and in line with the Stellantis “Dare Forward” strategic plan, Lancia will only be unveiling 100% electric models from 2026. Belgium is one of the first European markets to launch the New Ypsilon, to be followed by Netherlands, France, and Spain, then Germany in 2025.

On top of that, for the launch of the New Lancia Ypsilon, the Belgian market will be able to rely on 10 retailers and 13 after-sales service points. The brand has always been very popular in Belgium and over time many of the brand’s iconic models have seduced actors, fashion enthusiasts, lovers of Italian elegance and motorsport enthusiasts.

However, there were two evaluation criteria for Lancia’s return to the country and the first is love and passion for “Made in Italy” products, while the second, the potential of the premium B-segment. This would be an interesting new concept as to date, most premium features are reserved for the D-segment so this might be a new trend.