The 76th Geneva Motor Shows officially inaugurates the celebrations for Lancia’s centenary. It is an extraordinary milestone, shared with only a small number of carmakers, for which the brand has created a stand on which the worlds of design, fashion and the cinema coexist, three contexts in which the brand will be present this year with important initiatives to mark its Centenary.
For example, Lancia will be a Major Sponsor of the Venice Film Festival, and will be at the ‘Moda Milano’ fashion event with a fleet of one hundred suitably personalised Ypsilons, at the disposal of the models on the catwalk at the fashion shows programmed for February, June and September. The design world is represented by the two-tone models, a stylistic feature that has often been adopted on Lancia models.



The Geneva stand celebrates the brand’s 100 years of history with an evocative display, mixing historical cars with new versions from today’s range, and projecting period films and advertisements for the latest models on the screens. It is all designed to make sure the public is aware not only of its great history – with cars and personalities, races and engines that have been milestones of technology and racing throughout the 20th century – but also of its clear intention to continue to play a leading role in the future. This is the best demonstration of the vitality of a brand which, in a century of history, has maintained its identity as a manufacturer of cars that embody comfort, elegance and cutting-edge technology. And Lancia will tackle the coming years with the same spirit and aims, continuing to propose superb new models.