In the world of fashion, Lancia has identified one of the favoured areas of communication, which represents a strategic factor in positioning the marque. The link between Lancia and fashion is clear in the products (as shown by the Ypsilon Moda Milano, Ypsilon Versus and Musa Poltrona Frau), in the advertising which stars real icons of Italian fashion like Stefano Gabbana and Carla Bruni, as well as in the many sector events supported by the manufacturer. Moreover, Lancia and fashion are two “Made in Italy” entities sharing the values of talent, creativity and innovation. These are the winning ingredients of Italian style, which is renowned throughout the world.

Presented as a concept car at Paris and Bologna shows in 2008, the final version of the Lancia Ypsilon Versus makes its debut next week at Geneva, in international preview. It will be produced as a limited edition (1000 units) and marketed from March (half the cars will be reserved for the Italian market and the other half for the other European markets).

Available with 1.2 and 1.4 litre gasoline engines and the 1.3 litre Multijet turbocharged diesel engine, 75 HP or 90 HP, the new Limited edition is the result of the collaboration between Lancia and the Versus brand, the trade mark of the Versace Group which has always been synonymous with research, innovation and style. Versus, with a marked predisposition for a young and dynamic lifestyle, reflects the taste of a public which is sensitive to developments in fashion and full of vitality. The attention to detail, care with proportions, and refined workmanship and materials are the strong points of its collections. It therefore seemed very natural to associate the Versus brand with the Ypsilon, the Lancia model designed with the same public in mind.

In particular, the Ypsilon Versus is distinguished by certain aesthetic features of high visual impact. Starting with the special Bronzo Bronzino bodywork colour, with the roof, roof liner and mirrors in the matt version of the same colour. The other striking features are 16" alloy wheels, grille, handles, door and rear bumper mouldings, and tailgate handle, all in burnished chrome. On the tailgate, the Versus logo stands out. The same strong customization is found inside, as evidenced by the brown Pieno Fiore leatherwork in the central area where the heat-printed Versus logo stands out, recalling the accessories of the fashion brand. The same craftsmanship has been applied to the leather covering (with pearl effect) of the head restraint, embellished by the logo Versus, all hand-stitched and made even more elegant and exclusive by the chrome finished instrument panel, scuff plate and gear change.