Lancia has officially begun its return to the European market with the new Ypsilon, after a long period of virtual disappearance. The city car, more premium and more expensive than its predecessor, was to mark a renewal for the brand, with ambitions clearly focused on European markets. However, it is clear that its start-up outside Italy is far from living up to expectations.
November 2024 figures: Italy still in the lead, but other markets are struggling to follow
Italy, where the Ypsilon is an iconic model, remains the main driver of sales. With 812 registrations in November, the city car managed to maintain a more than modest pace, but which remained relatively stable over the previous months. However, outside Italy, performance is largely insufficient to guarantee the success of a European recovery.
In France, the Ypsilon recorded 22 registrations in Novembera total of 121 sales since its launch in April. In Spain and Belgium, the results are even more disappointing, with 13 and 11 registrations respectively in November. The Netherlands is not doing much better, with 25 sales over the same period. Note that it is not yet marketed in all European countries, notably Germany.
A high-end positioning for a competitive segment
One of the major reasons for these timid results probably lies in the price positioning of the new Ypsilon. Starting at €23,900, this model is placed in a higher range than its direct competitors, often more affordable. In Italy, where popular city cars like the Fiat Panda and Dacia Sandero dominate the market, the Ypsilon is struggling to find a place. The old version, sold between €15,000 and €18,000, attracted a wider audience, but the new generation has taken a decidedly more premium turn, with high-end equipment and finishing which corresponds less to the demand for city cars. accessible.
What is Ypsilon missing to succeed outside Italy?
So what does the Lancia Ypsilon need to cope with this relative failure outside of Italy? The answer could lie in two key elements: better advertising coverage and an adjustment of its price to make it more competitive. Despite decent media coverage with numerous tests in the press in recent months, the Ypsilon seems to suffer from limited visibility outside Italian borders. A more targeted and sustained advertising effort in countries like France, Spain and Germany could help boost sales.
At the same time, a revision of its pricing positioning could make the Ypsilon more attractive compared to its competitors. In its segment, European consumers are increasingly price sensitive, and if the Ypsilon really wants to establish itself as a European model, it will have to find the right balance between premium quality and a more affordable price. For comparison, a Volkswagen Polo starts at €21,630 and a Renault Clio from €19,300.
The future of Lancia conditioned by Ypsilon?
Lancia’s return to Europe is crucial for the sustainability of the brand. If the Ypsilon continues to struggle outside Italy, it will be difficult to imagine a successful relaunch of more ambitious models like the future Lancia Gamma. We will have to wait until January 2025 to take stock of the year 2024.
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