17.01.2004 LANCIA TARGETING AN INCREASED BELGIAN MARKET SHARE SPEARHEADED BY THE YPSILON MULTIJET

Lancia have brought twelve models to Brussels, the line-up being shown spread across a large, upmarket stand. The road range, which includes a visually enhanced new Ypsilon, is complemented by the appearance of the stunning Centro Style Fulvia concept.

The stylish Fulvia concept, first seen at the Frankfurt IAA last September, is an effective re-working of the classic Fulvia 2+2 Coupe forty years on. It takes pride of place on a large revolving turntable in the centre of the stand, overlooked by the rest area, which allows visitors to the stand to relax and admire its lines.

Numerically the strongest model here is the new Ypsilon, a key model in Lancia's plans to increase their share of a market where in recent years the marque has slipped into irrelevance. Early signs are promising however. Last year Lancia shifted 1,529 new cars, and while a relatively insignificant number which leaves them as the 28th selling brand in a market dominated by Peugeot, Citroen, Renault and Opel, it represents an increase of 391 units year-on-year, that translating into an impressive 34.36% rise.

Making its debut is a jet-black Ypsilon whose lines are enchanced by a simple but effective bodykit. A front lower lip spoiler, full length side skirts and a roofline spoiler, which arches over the high level brake light, gives the 'Pocket Flagship' model a squat and purposeful poise. This new model is joined by four regulars, two with the 60bhp 1.2 8v petrol power plant, the other two offering the acclaimed new 70bhp 1.3 Multijet 16v diesel.

With diesel sales last year accounting for 68.2% of all Belgian new car registrations, a record for the market and the highest in Europe after Austria, high hopes are being held out for the Multijet-powered Ypsilon which is just starting to come on-stream and is steadily building promising order book.

Two 1.9 JTD engined Lybra's are here, both offering Alcantara-finished interiors, the saloon in tan, the Stationwagon in grey. Completing the range here are two Thesis', which showcase the 175bhp 2.4 JTD and 230bhp 3.2 V6 24v engines introduced to the luxury saloon last year, and finally two Phedra MPV's with 2.0 and 2.2 JTD 16v power plant options.