Re-introduce Lancia or expand Chrysler?

The other model in the Lancia line-up that looks attractive is the new Delta, which is so beautiful one would hardly believe it’s actually a stretched Fiat Bravo. The Delta has been deliberately styled with a two-toned colour scheme in mind; this is reminiscent of the elegant Flaminia from the 60s (it looks wonderful in a single colour scheme as well). On looks alone, it would give the VW Golf and Audi A3, not to mention the BMW 1- Series, a run for the money. Mechanically, the latest Delta is powered by Alfa Romeo’s wonderful 1.4-ltre Multiair engine, and a twin-clutch semi-automatic transmission is in the works.

Less certain will be the success of the new Flavia and Ypsilon. The Flavia is based on the Chrysler Sebring, and the Italian makeover has improved its looks, but not as successfully as the 300C’s transformation to the Thema. It is powered by a 2.0-2.4-litre engine, also found in the Hyundai Sonata and Kia Optima.

The Ypsilon is targeted at the small-but-stylish-and-expensive fashion-set now dominated by the Mini, and new entrants like the Audi A1. While it looks like a stylish 2-door compact like the Mini or A1, the small Lancia’s trump card is that it actually has 4-doors with the rear door handles hidden – it’s a trick Alfa Romeo used in the 156 and 147, and it seems to work on the Lancia.

This resurgent Lancia range is the brainchild of Fiat’s brilliant CEO Sergio Marchionne. For almost no money, the Fiat Group saved Chrysler from going bankrupt, and gets immediate access to the US brands range of large cars, SUVs (the Jeep range) and MPVs (Chrysler’s impressive Voyager), and also access to the large and hard-to-establish extensive US dealer network. The game plan is for Chrysler and Lancia is to have one and the same range, Marchionne, who is actually Canadian of Italian extraction, is convinced that both brands share the same up-market heritage and image.

In the Singapore context, this journalist feels that the Lancia brand has more traction than Chrysler – for example the Lancia Delta will bring to mind the fabulous Delta Integrale of the mid-80s, while one will be uncertain about what a Chrysler Delta is actually about. On the other hand, the new Lancia range should not be marketed as simply upmarket Fiat models – even though this is how they have been treated in the past, the new Lancia range deserves a fresh start to make real impact.

So what about Singapore – re-launch Lancia or expand Chrysler? My hope is that the local Chrysler importer, who has done a great job getting the 300C established as a limousine taxi, should re-launch the Lancia brand as an entity from the existing Chrysler and Jeep models. It probably won’t happen, but you never know. In the meantime, I’m saving up for a striking silver-on-black Delta, whether it’s a Lancia or Chrysler, in my humble opinion, it is still the most dramatic C-segment hatchback around.

Credits: Story by Justin Lee Photos by Chrysler and Lancia