Lancia news: future uncertain again with the FCA-PSA alliance

In the aftermath of the official nature of thealliance between FCA and PSA of which we have spoken in several articles, sprout new ones shadows concerning the future of the brand Lancia. Despite the excellent performance that the little one Ypsilon is making in terms of sales, we find it difficult to place the historic Turin-based company in the FCA-PSA chess boards composed of many brands. What will his fate be?

Peugeot he is in excellent health and represents a Volkswagen-like brand, placed halfway between generalist car houses and premium brands. Citroen has focused, especially in recent years, on alternative cars, with a youthful design and with cutting-edge solutions. Opelfinally, among the PSA brands it is too powerful to be sacrificed. In FCA-PSA they could think of making the German brand as the most appropriate to grab market shares in the range of economic cars especially in central-northern Europe, assigning the same task to Fiat in central and southern Europe.

Alfa Romeo and Maserati will be targeted at premium segments with cars from segment B up. Jeep finally it seems untouchable because of its suvs that are so successful. remain the two Cinderella DS and Lancia. DS is under the aegis of Citroen and was born in the House to become a premium brand. The task still remains difficult, but the brand is strongly supported by the French government. More than once we have seen the French president on television Macron aboard the DS7 Crossback, his official representative car. In DS they already have one wider range compared to Lancia (there is already the DS3 Crossback) and arriving in 2020 there is also the flagship DS8. Furthermore DS already offers the electrical technology.

So the role of last wheel of the wagon back to being occupied by Lancia, who enjoys a great time, but only in Italy and due to the total absence of other segment B cars made by Italian manufacturers. Lancia also has been abandoned as a representative car. Would you ever imagine Premier Conte or President Mattarella on a Ypsilon?

Lancia also has success here because of us his past is prestigious. On balance, however, the small Ypsilon has almost 9 years on the shoulders and from a technological and security point of view it is a rather old product.

With the FCA-PSA alliance there is a risk that they will be given new resources to Alfa Romeo. In the project there is already the Bvano segment B suv. Thus the last lifeblood in Lancia would be removed. Already because of the Ypsilon alone and in Italy alone one cannot live, especially if now the decisions are not taken only by the top management of FCA, but also by those of PSA.

The new alliance will aim at developing up-to-date and profitable models. Whoever does not score good results will be cut off. So, in our opinion (albeit very modest), there is a real risk that Lancia can definitely fail. Or you will strongly decide to focus on Lancia (which however will have to take away sales and resources from DS and small Alfa Romeo cars) with more models and sales at least in Europe, or the historic Turin brand, born in 1906, will be destined to become a memory. Hopefully the restyling of the Ypsilon planned for 2020 is not the last jolt of the House.