Italian car company Lancia is taking a full rebrand marketing approach as it is now reborn as an EV-only company. In addition to this, Lancia is also launching a new design that will guide the overall look of its upcoming three cars, set to launch in 2024.
The CEO Luca Napolitano talks about the sculpture, which is now named the "Lancia Pu+Ra Zero" a "work of art in which the past and the future are in continuous contact, in which elegance is balanced with the radical spirit of forms." Notably, "Pu+Ra" is short for "Pure and Radical." There have been few details about the electric cars themselves but it is expected to be sold in Italy and other European markets before a global launch.
Automatic Electric Rebranding
Lancia is Rebranding Itself Entirely as an EV-Only Company
Trend Themes
1. Ev-only Car Companies - With Lancia's rebranding as an EV-only company, there is an opportunity for other car companies to follow suit and focus solely on electric vehicles, disrupting the traditional gasoline car industry.
2. Art-inspired Car Designs - Lancia's innovative approach to incorporating sculpture and art into car design offers a potential for creating disruptive art-inspired cars that attract modern customers who value both aesthetics and functionality.
3. European EV Market Growth - As Lancia's EVs are expected to be launched in Italy and parts of Europe before a global launch, it provides an opportunity for growth in the European EV market, which could spur more innovation and competition in the industry.
Industry Implications
1. Automotive - The automotive industry now faces the disruptive challenge of an EV-only company, and must consider their product offerings or risk obsoletion.
2. Art - By incorporating art and sculpture into car design, the cross-industry opportunities are open for artists and creative minds to explore car design and challenge convention.
3. Energy - As the popularity of EVs grows, energy companies have an opportunity to innovate cleaner energy solutions as they are increasingly relied upon as power sources.