It's not often that Lancia captures the automotive world's attention with the launch of a new model but today during an extravagant display to mark the arrival of the Delta it certainly did so.

It's not often that Lancia captures the automotive world's attention with the launch of a new model, but today, during an extravagant display to announce the arrival of the production Delta, it certainly did so.

The Delta is the first all-new model to be launched by the brand since the Ypsilon arrived five years ago in Geneva, although the less individual Musa was added to the range afterwards. Meanwhile, a year and a half since it was revealed to the world at the Paris Mondial de l'Automobile in September 2006 as the 'Delta HPE Concept Car', the new model, now known simply as the Delta, caused a sensation here in Geneva today.

Just four years ago the brand was in a fight for its very lifeblood under previous Fiat CEO Herbert Demel, who wished to end a century of achievement and excellence. A decision reportedly overruled by new Fiat Group CEO Sergio Marchionne, and now under the guidance of Olivier François, the dark days are finally receding.

The resilience of the Lancia brand has surprised many seasoned motor industry observers and the passion of its owners have helped to keep the flame alive, albeit almost totally reliant on its domestic market for sales. François has hatched bold plans and the new Delta is central to the scenario which includes grasping hold of a new global reach, driven by a rejuvenated network.

Vying for attention at the world’s most important motor show is always a tall order, and with nearly every manufacturer showing something new, stealing the limelight is reserved for only genuine contenders. This year, important new offerings from brands including Renault, Toyota and VW contended for the media's attention, as did Alfa Romeo's glorious new 8C Spider sports car. Lancia, though, has a tradition of blooding new models in Geneva – in fact, all of its current range debuted at the Swiss show: Thesis (2001), Phedra (2002), Ypsilon (2003) and Musa (2004).

However come the hour, 12:45 to be precise, and the Lancia stand was packed solid. The viewing and TV platforms were crammed, and interested onlookers stretched down the aisles, everyone very eager to see the new contender in the metal.

The whole stage was draped in huge curtains and once François had introduced Lancia the curtains rose imperiously to reveal an orchestra situated in a pit centre stage, with further supporting musicians spread down one side. However the dramatics had hardly begun, and just as the audience was catching its breath, three large upright sections at the rear of the stage slowly rotated to reveal three white Deltas mounted vertically. As images flickered across giant plasma screens, lights flashed, and the orchestra played thunderously on, the three Deltas swung from vertical to horizontal, and just as they came to rest on the platform, two black Deltas came racing out across the stage from in between them.

The crowd applauded and the musicians played to a climax. Once the noise died away, the audience rushed forward to inspect the cars, with Fiat group Chairman Luca di Montezemolo and CEO Sergio Marchionne amongst the first to take a close look at the cars.

Lancia is aiming for 70,000 Delta sales a year, half of them in its domestic market and 10,000 coming from outside Europe. While retaining the principles of the project’s concept, the Delta has been carefully honed into a production reality, and the result is a stylish contender which is now tasked with wowing new customers across C- and D-segments. Whilst the cars on show in Geneva are pre-production examples and as such betrayed detailing issues, the new Delta does have presence, a distinctly individual style, and it comes well packaged, not least the much vaunted use of interior and boot space. The Delta is back.

by Edd Ellison in Geneva