28.08.2003  YPSILON TO TAKE PRIDE OF PLACE ON LANCIA STAND IN FRANKFURT AS UPMARKET PUSH CONTINUES

The new car represents the state of the art in the exclusive compact car segment. It is designed for sophisticated customers who are on a constant quest for unique products, who love to stand out in a crowd and seek the satisfaction above all else of driving a car. And, like all the best Italian luxury products, the Lancia Ypsilon blends outstanding style with cutting-edge technology. This winning combination is complemented by highly sophisticated good looks that give a new feel to the famous Lancia shape, perfectly matched specifications and many customisation possibilities. 

And more. The new car is set to win over the market with an understated charm that strikes a clever balance between stylistic sophistication and a good equipment specification. The most innovative feature of the new model is its Multijet engine. 

This can be combined with the D.FN System (D.FN stands for Dual Function) robotised gearbox that combines the running costs of a diesel with the dynamism of a petrol engine; the satisfaction of a manual gearbox with the convenience of an automatic. Lastly, a set of prestigious equipment features make this car a veritable pocket flagship: from its sweeping Skydome roof to a dual zone automatic climate control system and Bose® Sound System Hi-Fi 

Lancia packs this wish list into four rules of seduction that make the Ypsilon into a real object of desire: Original, elegant styling; Cutting-edge engines and gearboxes; Prestige materials and 555 ways of experiencing the Ypsilon; A pocket flagship. 

The car captivates at first glance for its original style that is rooted in the past, flourishes in the present and sets the trend for the future. The result is a car with an original profile, fully in keeping with new demands for a softer, more sensual and feminine shape. The most striking thing of all is the unmistakable Lancia sense of breeding. The sculpted front, for example, reveals a pleasing symphony of shapes, all dominated by a large upright grille. The light clusters are gem-like and clean-shaped in line with the style philosophy that typifies new Lancia cars. Compared to the Lancia Y, the Ypsilon is thus apparently more imposing, more up-to-date and more appealing. 

The same consistency of styling makes the interior an emotionally involving environment, a true lounge yet also an up-to-date and functional interior to assure an extremely comfortable trip for driver and passengers alike. These sensations are aided by the particular care that has gone into the details, the use of top-quality material and the creation of sophisticated, stylish colour matches between the body shades and interior trim colours, a unique feature for this segment. 

This innovative style is also borne out by the new Ypsilon logo. The logo, designed by the Carrè Noir advertising agency, is a natural extension of the Y motif yet also a metaphor for the new level of style and content achieved by the model compared to the previous Lancia Y. The lettering has been expanded from the individual letter used on the previous car (i.e. a Y) to the word denoting the Greek letter in cursive writing: Ypsilon. The end result is a succinct, distinctive, stylish logo with an extra touch of femininity and non-conformism. And so from design to engineering. The revolutionary power units and gearboxes available for the Lancia Ypsilon represent the cream of present-day engineering. The Lancia Ypsilon owes its great road capability, perennially predictable behaviour and driving ease and satisfaction to the performance delivered by the four power units available. The first two are the tried and tested 60 bhp 1.2 unit and 80 bhp 1.2 16v unit, shining examples of how relatively small cylinder capacities can deliver great torque and fluidity. 

The other two engines are new: a 95 bhp 1.4 16v and the revolutionary 1.3 16v Multijet. The 1.3 16v Multijet, in particular, develops a maximum power of 70 bhp at 4000 rpm while torque is 18.4 kgm at 1750 rpm. The power unit, a monument to high technology, is enclosed in a one-piece block measuring less than 50 cm in length and 65 cm in height. It is in fact the smallest four-cylinder Common Rail diesel engine available on the market. The only power unit that can pack no fewer than six normal-sized components into a cylinder with a diameter of less than 70 mm four valves, one injector and one spark plug. Not to mention the fact that the new power unit already meets Euro 4 emission limits. 

Lancia proudly presents its 1.3 16v Multijet engine combined with a manual gearbox or a D.FN System robotised sequential gearbox. This is a conventional manual gearbox fitted with an innovative transmission system. 

The D.FN System gearbox works in two modes: the customer can opt for semiautomatic operation by engaging gears by means of a lever on the tunnel. Or the gearbox can be set to automatic. In the latter case, the driver can choose one of two strategies: Normal and Economy. 

In addition to the 1.3 16v Multijet, the new model also offers a 95 bhp 1.4 16v. This is the latest addition to the Fire range - and also the highest performer. The new engine offers a cylinder capacity of 1368 cc and a 4 cylinder in line configuration with bore of 72 millimetres and stroke of 84 mm. The four valves per cylinder are driven directly by a twin overhead camshaft. 

The power unit was developed with particular attention to performance and fuel consumption, an area where the Lancia Ypsilon excels in its category. The 1.4 16v engine also meets Euro 4 emission requirements. Whichever you choose, the Lancia Ypsilon will be the ideal car in city traffic or over long and short out-of-town trips. 

The third rule of seduction highlights prestige materials and 555 ways of experiencing the Ypsilon. Once you have been charmed by the stylish interior, inside you will find a delightful blend of elegance and innovation. You will appreciate the craftsmanship that is always a feature of Lancia cars and also note the use of top quality materials: from exclusive two-tone leather to exquisite Alcantara®, soft velvet and nautical Glamour cloth. The model's exclusivity comes from this very blend of colours, fabrics and materials. 

It is no exaggeration to claim that anyone can find an Ypsilon that suits his or her requirements and tastes to perfection. Apart from anything else, the new model range comes in three specifications (Ypsilon, Argento and Platino) and is one of the most comprehensive in the segment. One of its main benefits is the great potential for customisation. The pocket flagship can offer no fewer than 555 combinations, achieved by matching eleven body colours, six different interior trims (available in eight different shades) and five types of alloy wheel (including the versions available from Accessories). 

Whatever your choice and level of customisation, the Lancia Ypsilon is always appealing and original, and oozes the Italian flair that is famed throughout the world. 
The new model also offers a set of exclusive devices that set it at the pinnacle of its category: one example is the Skydome (an option), a large glass sunroof that represents a first for this segment and offers a new way of experiencing car travel. 

The Lancia Ypsilon may also be optionally fitted with a Bose® Hi-Fi Sound System (standard on the Platino version) that is built by the US company. The sound wraps around all the occupants and gives them the sensation that it is travelling through a much larger environment, because the sound system and the passenger compartment have been designed together to ensure perfect harmony between the technical specifications of both. 

The Lancia Ypsilon also comes with a sophisticated climate control system that automatically controls temperature, airflow, air distribution (differentiated into driver and passenger zones for the first time), compressor activation and recirculation by means of an electronic control unit. 

The car also offers a wealth of other features that set it at the peak of its category: in the safety field, 4 airbags as standard (two front airbags and two window bags), sidebags, ABS with EBD, ESP with Hill Holder and Brake Assistance. And also: Dualdrive, an electric power assisted steering system with City function; cruise control that maintains a set cruising speed; windscreen wipers that activate automatically at the first drops of rain; headlights that come on as soon as you enter a tunnel and - last but not least - a sensor to aid parking manoeuvres. 

The exclusive world of the Ypsilon

The Ypsilon is Lancia's answer to the desires of customers with sophisticated tastes who love to treat themselves to the little pleasures that make every moment of their day unique: a designer bag or an exotic holiday, a designer item or a dinner in a top restaurant. 

Lancia has put together exclusive events throughout Europe, such as parties that ever so slightly cross the boundaries of transgression, Ciak&Drive in Italy and some innovative campaigns that are based on viral marketing techniques. The aim: to present the Ypsilon and also the world of values that gave rise to the model and that it interprets. To highlight the ways in which the car's personality is expressed and distinguishes itself from the competition. In short, to show potential customers that even cutting-edge automotive engineering can observe the canons of Italian style that are known and loved throughout the world. 

The Ypsilon offers such customers luxury and exclusivity. It assures comfort, a carefully selected interior environment, performance and advanced technology. 
Without ever forgetting the strong values that form part of Lancia's historical heritage and tradition. It really does require a good eye to appreciate the beauty and appeal of history re-interpreted for a modern audience. 

The house of 'Miss Y'

We began by putting the Lancia Ypsilon on show for the world to see: so that it can be admired in all the right places. In Corso Como in the heart of Milan, for example, we have opened the house of 'Miss Ypsilon', a virtual character in a real world. Miss Ypsilon's garage naturally contains a Lancia Ypsilon. 

Life's little pleaseures from Ypsilon

From 26 June, Lancia's pocket flagship will star in a bubbly and original promotional campaign created by Agenzia 515 of Turin. The campaign will unfold in the major Italian cities (including Bologna, Florence, Milan, Turin, Bergamo, Brescia and Padua), followed by many other European locations before the sales launches planned for individual countries. 

The campaign is based on viral marketing techniques that owe their name to the way messages about a brand are circulated spontaneously as part of a chain reaction. This intriguing form of Chinese whispers spreads a concept rather than a particular product. The campaign aims to involve a young target in an unusual, stylish and irreverent way ahead of the conventional press and TV campaigns. The campaign will arouse desire for and curiosity about the Y logo and allow potential customers to discover the values Lancia wishes to convey for its new pocket flagship: exclusivity, class and elegance. The Lancia Ypsilon is, all things considered, a great little pleasure that will be difficult to resist. 

More specifically, the operation will involve disseminating and distributing short messages in places frequented by potential customers. These are clever compliments or messages of enticement, true Y-style temptations, written on clear electrostatic PVC stickers to ensure they do not leave traces and can be easily removed. The stickers will be attached to the cars of potential customers and will bear the Y symbol along with fun messages such as: 'Wherever we are seen out together, heads will turn'; 'Discover the pleasure of allowing yourself to get carried away'; 'You and me make an irresistible pair'. 

Potential customers may even find a fuchsia-coloured magnet on their cars with a screen-printed PVC disc that reads: 'I'm already yours and you don't know it', Choose me. You deserve it' and 'Give yourself a treat. Come away with me'.

Another campaign, recently concluded, involved leaving messages of love, folded in four, under people's windscreen wipers. This was a nice way of letting people feel the emotion and pleasure of being enticed by short messages that were apparently hand-written. Above the Y logo, people would read one of the following messages: 'I couldn't ask for more. You are my ideal woman'; 'I saw you and said to myself: this town's not bad'; 'I breathed in your perfume and decided to stay around'. 

The game of seduction, always cleverly and irreverently couched, continues with the 'give a rose' campaign. This will be played out by attractive, stylish young men who hand out flowers to women together with a note: 'My mother wouldn't like you. You're the perfect woman'. Or: 'I saw you and I thought: this town's not at all bad'. 
Another viral marketing campaign will take place in trendy venues and involve leaving car keyrings on the ground. People who pick them up will find this message on the keyrings: 'Choose me, you deserve it', and the internet address www.sbadatasempre.it. This attractive site communicates emotions and suggestions in line with traditional Lancia values. 

In addition to this advertising material, the innovative campaign will use glass stickers to drive our message home on the best shops and venues in Bologna, Florence, Padua, Bergamo, Brescia, Milan and Turin. And more. Inside each sales point or venue you will find flip books, i.e. small books containing a sequence of images on the subject of small temptations. Five topics are covered: 'Free to relax', 'You can't resist me', 'Allow yourself to get carried away', 'Discover pleasure', 'Indulge yourself in everything'. 

In selected popular venues you will also find sugar sachets and coasters bearing the Ypsilon logo and one of the following messages of temptation: 'To sin is human, to persevere is divine'. 'Give in! Give in! Give in!' and 'The only real sin is not sinning'. 

Sinning Parties and 'Ciak&Drive' 

The Lancia team has arranged a host of events that will precede the first model deliveries planned for the second half of September in Italy and about one month later abroad. This will allow the Lancia Ypsilon to consolidate all the qualities of style, prestige, class and exclusivity written into the Lancia DNA in the eyes of the public. 
In Italy, for example, we have planned Sinning Parties in five popular locations: Albenga, Forte dei Marmi, Venice, Milano Marittima and Porto Cervo. Of course we will be present at the most highly regarded venues (Essaouira, Bagni Annetta, Molocinque, Papeete Beach and Villa Mora). In these spots, you will be able to rub shoulders with famous personalities as you get to know the Lancia Ypsilon and its exclusive world to the accompaniment of DJs and vocalists of international renown. The events will be covered by the slogan: 'The only real sin is not sinning'. 

Similar events have been planned in Europe. In Germany, for example, we arranged a joint venture with the TV series 'Sex and the City', that took us to the heart of the world of the Ypsilon, its customers and their lifestyle. For seven evenings over July and August, the car will be premiered at certain exclusive venues. More TV joint ventures are planned for September. 

In Italy, traditional promotional events in the main popular tourist destinations were backed by a travelling tour entitled 'Ciak&Drive' that offers cinema evenings in the major Italian cities. The public was able to attend drive-ins with maxi-screens offering a capacity of about 200 cars per show and the Italian preview of the film 'Confidence', the latest thriller by director James Foley, with Dustin Hoffman, Andy Garcia, Rachel Weisz and Edward Burns. 

From 9 am to 7 pm, the drive-in was transformed into an Ypsilon Village where it was possible to conduct test drives and safe driving tests with the aid of a specialised instructor.