Brand CEO Olivier Françoise introduced Lancia in Bologna on Tuesday during a press conference, the centrepiece of the line-up being the new Delta HPE Concept Car which is making its Italian debut here. Italy is Lancia's biggest market, currently accounting for almost all its sales, and the brand is keen to promote its models and values in front of a home audience.

The new Delta HPE concept has been positioned at the very heart of the array of Lancia models on a raised turntable which is at the end of a fashion event style 'runway', and whereas the Delta HPE came down this catwalk for its world première just over two months ago at the Paris Mondial de l'Automobile, on Tuesday Lancia presented a fashion show at the conclusion of the press conference, the models coming down the runway and traversing round the car to a musical score by Italian DJs Stefano Fontana and Claudio Coccoluto. The clothing represented the first thirty articles of the new 'Lancia Collection', a clothing range created by Italian stylists for the public.
 

For Lancia, which has this year sponsored numerous high profile fashion and film events, including the prestigious Venice and Turin Film Festivals, this was a perfect opportunity to demonstrate the synergies it believes coexists between the 100 year old Turinese brand and the world of fashion. Meanwhile flanking the Delta HPE is the new Ypsilon model range which is making its Italian motor show debut, although it arrived in the showrooms here in September.

The new Ypsilon also fitted with the new Blue&Me infotelematic system, developed by Fiat and Microsoft, is making its debut at the show. Five of these B-segment models are on display in Bologna, all featuring the distinctive b-colore bodywork – which is produced through a long and complex painting procedure and which is now a trademark of the brand. The range at this year's Bologna Motor Show is completed with presence of the Musa and Thesis; as Lancia finally wrap up their centenary year celebrations. Both Musa models are in 'Platino' specification with one being a bi-colore example, fitted with a Sony DVD/MP3 player built into the facia, and with two 6.5” 16/9 LCD monitors fitted on both the front head-restraints. Meanwhile, the Thesis flagship saloon is the 'Sport' model shown in Paris in September with its 18-inch spoked polished alloy wheels and two-tone bodywork.

by Edd Ellison in Bologna