In the first of a new series, Shant Fabricatorian looks at the proposals on offer for Lancia, as they embark on an exciting new chapter of their illustrious history

Lancia seems to be the object of many a sob story at this point in time. Indeed, it's stating the obvious that the last few years haven't been the  easiest for one of motoring's proudest names.

But while it's certainly difficult, the last few years have also shown that the design and  engineering departments of this 98-year old Turin marque are a match for  the best Europe has to offer. Although a product onslaught from Lancia is beyond expectations at the moment, it's nice to have little reminders that Lancia is not fading into insignificance, as some believe is the case. For all that it's important to determine exactly where the ammunition for such a claim comes from. Clearly, although the situation is improving all the time, Fiat are not out of the woods yet. 
 

Although it is in the best interests of everyone involved for Lancia to be as strong a brand as possible, the reality of the situation is that it is more a holding pattern at present. For the time being, the reality for those at Lancia is all about doing their best on the limited resources available to them, and in this respect one would have to say that they are doing an admirable job.

Sales are up more than 15% year-on-year, with the new Ypsilon, selling in-line with expectations, driving much of that growth - an excellent sign. The Ypsilon offers an upmarket, stylish alternative in the supermini sector, quite different to anything else available on the market, and the recent launch of the 'Bi-colore' in Paris highlights a 'niche within a niche' which Lancia are well placed to exploit.

In offering the 'Luxury car scaled down' feel for city-dwellers, the Ypsilon appeals to youthful customers, as well as upwardly-mobile ones, a role which Lancia has been prominent in for over fifty years, including the delightful Appia of the fifties, the sixties Fulvia, right through to the Y10 and first-generation Y.

Lancia's current range seems to be much-underrated. Although sales of the Thesis have not matched expectations, it is a superb car. The quality, ambience and tactility of its interior are superb, its exterior design equally distinctive and stylish.

With 'Skyhook' semi-active dampers (also used by Maserati and Alfa Romeo) acting in conjunction with sophisticated multilink suspension, its comfort and ride quality are outstanding and as the technology leader of the Fiat group it displays innovation insofar as it is possible these days. 
 

Whilst it does lose money, it is a valuable addition to the lineup, and it would represent a huge waste of effort if it were not directly replaced, dispersing all of the immensely valuable brand loyalty which has been built up through this generation of Lancia's flagship, plus the Kappa and Thema before it.

If Lancia is indeed to act as a 'technology leader' for the group, it is a difficult role to fulfil if the Lybra or its potential replacement is the brand's flagship.

Clearly, the nature of automotive technology is to act in a drip-feeder like fashion, from the top down, and for a brand like Lancia with its stated aims and objectives, a flagship such as the Thesis is vital to act in that role.