A stand all in black and white will form the perfect backdrop at the Bologn Amotor Show for the dynamic design of Lancia’s two latest models: the New Musa and the Ypsilon Sport MomoDesign.

A stand all in black and white is the perfect backdrop for the dynamic design of Lancia’s two latest models: the New Musa and the Ypsilon Sport MomoDesign. Here, in essence, is the “spirit” that pervades the whole Lancia exhibit in Bologna, inspired by “Lancia Fashion”, the original concept which will be applied at all forthcoming international motor shows as well as in the brand’s new showrooms around the world, the first of which was inaugurated last September in Torino.

The Lancia Styling Center has created a refined and exclusive environment where every detail is absolutely in line with the quality and elegant temperament of Lancia vehicles. Black is the dominant color in the “Lancia Fashion” concept, offset by the purity of white and accented by rays of blue light. Even the stand’s furnishings and trim reflect the hallmark refinement and craftsmanship that goes into all Lancia models. Architecturally, the stand creates a feeling of dynamic, unconventional space, a space that’s just as unique as every Lancia design.

Inspired by the world of high fashion, the Lancia stand is a true brand showcase where visitors can come to know and appreciate Lancia’s past, present and future in a setting they can relate to. Thus, in addition to the vehicle exhibition areas, visitors can enjoy an atmosphere that’s relaxed and convivial, both friendly gathering-place and sophisticated lounge. And in the stand’s “Lancia Boutique”, visitors will discover the exclusive Lancia collection of branded merchandise, accessories and clothing created together with leading fashion houses.

The Bologna exhibition area is as eye-catching as the original New Musa and Ypsilon Sport MomoDesign, two models that are perfectly attuned to a youthful, dynamic public, a public that demands distinctive styling as well as practicality; a generation that’s as environmentally conscious as it’s performance-oriented. For the press, moreover, the Lancia stand will stage an engaging 7-minute show illustrating all the potential of the New Musa, as summed up by the slogan: “Limo inside. City car outside. New Musa. The city limousine”.

The 2007 Bologna Motor Show is also the ideal occasion for presenting “Fly&Fit”, a new Lancia service targeting people who love to travel or who travel as part of their job. Starting next January, Lancia customers departing from Milan’s Linate airport can have regular maintenance and warranty work performed on their car while they’re away. Thus, before taking off from Linate, customers can leave their car at the Authorized Service Center, taking the Lancia shuttle to the airport. Since the Service Center is only 250 meters from the airport, customers will be able to walk there when they return from their trip, when their car will be waiting, fully serviced and ready to go. Alternatively, they can use a special taxi voucher provided by the Service Center. And customers returning in the wee hours of the morning or after the Service Center has closed for the day can pick up their car keys from the Targarent counter at the airport: the car will be parked in the lot outside the Service Center.

“Fly&Fit” is an innovative service which ensures an exclusive relationship between the Lancia brand and its customers, who are used to having the best and have no time to waste. For these demanding customers, “Fly&Fit” is the ideal way to make sure that their car is in perfect condition at all times. And they’ll also qualify for a 20% discount on all spare parts used in warranty work and servicing.