Today, on this day when Christmas is celebrated, we bring you an interesting analysis by the well-known digital creator and automotive expert Alessandro Masera who in recent hours has highlighted on Facebook what in his opinion is the situation of the brand Lancia. In 2025, as highlighted by Masera, approximately 9,000 units of the new Lancia Ypsilon. This is a truly tiny result compared to what were the initial forecasts, so much so that the famous analyst wonders how to define Lancia’s situation if not with “failed relaunch“.
With around 9 thousand registrations, almost all in Italy, talking about a flop for the new Lancia Ypsilon is no longer a taboo
The reality that emerges from the data analysis is rather clear: today Lancia, in fact, cannot be considered a brand in the full sense of the term, but coincides almost exclusively with a single model, the new Lancia Ypsilon. The numbers speak clearly. In 2025, registrations will be around to 9,000 units in total, an already modest volume in absolute terms, which becomes even more worrying when considering the geographical distribution of sales. Almost all of these volumes are in fact concentrated on the Italian market, while the presence abroad is marginal, limited to a few thousand cars.
To give a concrete measure of the dimensions at play, Masera also made a comparison with some iconic, decidedly higher-end models, both in terms of positioning and price. The Range Rover Defender exceeds 100,000 units per year, the Porsche 911 is around 50,000, the BMW always limited to the US market. All numbers which, taken individually, exceed the entire global volume of Lancia given by the new Lancia Ypsilon alone.
For Alessandro Masera, one of the central issues of the current situation concerns the repositioning of the brand upwards in terms of price, a choice that does not seem to be adequately reflected in the public’s perception of the product. Added to this is a technical and design derivation from the Peugeot 208 deemed excessively obvious: the new Lancia Ypsilon certainly inherits its strengths, but also its limitations, thus struggling to build a truly distinct identity. The result is a relationship between price and content of the offer that is unconvincing and, in fact, unpopular for a significant part of potential customers.
Also the recent change of CEO from Luca Napolitano to Roberta Zerbi according to Masera it is the unmistakable signal that something in the original plan has failed. The impression is that attention is shifting to the return to rallies as a sort of nostalgia operation. The future remains uncertain with the new Delta which now seems like a difficult dream to realize and the new Lancia Gamma which, given how it was conceived, will hardly be able to reverse the direction of the brand which at this point, if everything doesn’t change, really risks being increasingly marginal in Stellantis’ future plans.
