It was Lancia's drive for excellence, innovation and quality that ultimately hurt it (operating costs suffered brutally), and that would ultimately lead to the acquisition of the reputable Italian brand by the giant Fiat in 1969.
Joining Fiat meant a new era of glory, driven by competition and especially rallying — Fulvia, Stratos, 037, Delta S4, Delta Integrale… need I say more?
However, the old Lancia (pre-Fiat) gradually disappeared, with the growing and inevitable industrial and commercial integration with the rest of the group.
The beginning of the end would be precipitated by the Fiat Group's purchase of Alfa Romeo in 1986. Lancia was emptied of the content that was already part of its identity — competition — to the detriment of Alfa Romeo. They tried to turn it into a luxury brand, an alternative to the status quo—as we well know, it didn't work.
The new century brought new difficulties to the Fiat Group. This recovered, thanks to Sergio Marchionne's pragmatism, but that pragmatism condemned Lancia (a term that was never part of the brand's vocabulary) to save others (Jeep, Ram, Alfa Romeo) — today it is reduced to a utilitarian model and only its market.
Is there still room in this world for a Lancia?
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