As you know Lancia is more of a fashion accessory on wheels than a real car and that’s why outside Italy people barely even know its name! Another proof for this fact is the Lancia Ypsilon ELLE show car which will premiere at this year’s IAA. Obviously it is the result of Lancia and ELLE brand collaboration and as they put it it’s a symbol of modern femininity! You might have already guessed it from that pink paint! They say it’s active and feminine, spontaneous and decisive, with a global outlook…
Lancia has identified fashion as a preferred area of marketing that represents a key element of brand positioning. The link between Lancia and fashion is clear from its cars (like the Ypsilon Moda Milano, Ypsilon Versus and Musa Poltrona Frau), its adverts starring icons of Italian fashion like Stefano Gabbana and Carla Bruni, and the many industry events it sponsors. What’s more, Lancia and fashion are two showcases of Italian design with shared values including talent, creativity and innovation. In other words, the ingredients that have made Italian style famous the world over.
The Lancia Ypsilon ELLE show car provides a sneak preview of a special series of cars that will be manufactured in limited edition and sold in spring 2010 in the major European markets.
