The new Lancia era begins now

Italian elegance is ready to take on an even more contemporary dimension.

Our new Renaissance

A new era and a new path in Lancia history have begun. Our brand has made its mark in Italian elegance and style since 1906, and today it darts towards the future in a new, more contemporary, more ethereal and essential dimension destined to last and amaze.



Lancia New Era: brand territoires



Lancia New Era - New Logo


Pu+Ra Design is the essence of Lancia new design, the perfect combination of two words: Pure, representing elegance and essentiality, and Radical, representing the power, the precision and the decisive style that have always been rooted in the identity of the brand. Pu+Ra Design finds its highest expression in the Pu+Ra Zero, a true work of art, a synthesis of the style of future Lancia models.


Lancia New Era - Pure+Radical

The future is in our roots

Don't miss the first episode of the docufilm dedicated to the Lancia Renaissance. Retrace with us the creative process that led to the creation of the new logo and to the vision of future Lancia models, taking inspiration from the beauty of Italian art, architecture and design.


Lancia New Era - Behind the scenes

Here the full episode