03.12.2003 LANCIA AT THE 28TH BOLOGNA MOTOR SHOW

A stand of appealing design and architecture. An exhibition area of more than 1100 m2 that draws in and entertains the public. Here people can mingle with production cars, show car and unique editions to appreciate the entire Lancia range and also experience the emotions that Lancia has made its own. This is the essence of Lancia at the 28th Bologna Motor Show.

The exhibition area is organised into two main areas. Part is reserved for the exclusive world of the new Ypsilon that offers four special two-tone versions this year and a 1.3 Multijet Platino equipped with the sophisticated D.FN gearbox. Another part features the show car Fulvia Coupé (Italian premier) and three prestigious ambassadors of the Lancia range: the Thesis, Phedra and Lybra.

The second area features a stylish floor in Calacatta marble with one very remarkable occupant: la Fulvia Coupé show car. This extraordinary car stands in the centre of a small artificial lake, almost hanging over a pool of water fed continuously from a chute inside the prototype. This unique specimen is an explicit reference to the characteristic flavour of the Seventies. A period of history that was extraordinarily intense and fizzing with new ideas from the viewpoint of fashion, glamour and creativity. And now this magic returns to Bologna.

In the background you can see the Lancia building. This houses an area reserved for offices and the press room on the ground floor while an exclusive private saloon on the mezzanine floor is alternatively occupied by a DJ and a VJ. The VJ mixes music and images on a large screen (40 square metres) on the wall of the 'club' and also on 3 columns covered with leds in the centre of the stand. The final effect is an attractive play of colour, sound and graphics that is reminiscent of the Seventies but with an up-to-date twist. The first floor of the building is given over to the Martini terrace, a large lounge where you can enjoy a privileged view of the stand.

This is also inspired by the Seventies. Some small showcases embedded on the wall of the Lancia building display lights, sunglasses, televisions and many other items typical of those years that have played a role in the development of Italian industrial design. Against this backdrop of creative ferment, Italian car design was making its name in the world for its elegance and innovation. Many of the four-wheeled artworks from that period bear the name of Lancia: from the Flavia to the Fulvia, the Stratos to the Beta HPE. Now the same will to try something new has returned with redoubled vigour to the Lancia Style Centre designers, who have taken up the gauntlet with new enthusiasm. The original concept cars Granturismo and Stilnovo - introduced at the Geneva and Barcelona motor shows respectively - are now joined by the Fulvia Coupé enjoying its Italian premier here at the Bologna motor show.

This one-off car is flanked by a Lancia Phedra 3.0 V6 (204 bhp) CAE; a Lancia Thesis equipped with a powerful 3.2 V6 (230 bhp); and a Lancia Lybra SW equipped with the scintillating 2.4 JTD (150 bhp). All three models are shown in the prestigious Emblema specification and with the same body colour: the brand new Rossini Grey that will be available in 2004. Inside, the three cars offer leather upholstery: beige for the flagship and the MPV, tobacco for the Lybra SW. The latter is the ideal version for people who wish to complement the style of the model with a touch of originality and class, plus retro details reminiscent of great cars of the past: that unmistakable two-tone body, those seats in soft tobacco leather. Not to mention the fact that the range has been revised and now offers even more opulent equipment and colours, all at prices that are more or less the same as at present.

Visitors to the stand can also use some Internet stations to simulate a purchase using the exclusive Parure Lancia.