Lancia is one of those old Italian car companies that had its glory days many decades ago and then faded into obscurity, though not vanishing totally. After being independent in its first 56 years, it became part of the Fiat group in 1969. As the Fiat group is now part of Stellantis, Lancia has become a division which has continued to sell its cars but only in the Italian market.

However, Stellantis sees Lancia as a brand that can be revived and brought to greater heights. It is therefore embarking on a new era with a new design vision. This design vision – Lancia Pu+Ra Design – is previewed in the Pu+Ra Zero, a 3-dimensional ‘manifesto’ that will guide the designers of the 3 new Lancia models to be launched between 2024 and 2028.