Lancia Teases New Concept Model in the Metaverse

Renowned Italian marque Lancia is taking the virtual route in unveiling the latest teaser for its upcoming concept model. This new model marks the marque’s return into the automotive world by showcasing the new concept model in the Metaverse.

This revelation follows the previous announcement by Metaverse, where Lancia has been named the ‘Official Metaverse Automotive Brand’ of the 2023 Metaverse Fashion Week (MVFW), set to take place from Mar 28 to 31.

For this year’s MVFW, Lancia is showcasing a virtual showroom, featuring the old Ypsilon hatch model, as well as the new concept model. This virtual showroom has its own real-world counterpart, as it was built based on the brand’s actual dealership in Via Gattamelata, Milan, Italy. 

Despite hiding beneath the black Lancia-branded veil, this new concept car, dubbed as the Pu+Ra Zero, is likely to be based on the Fulvia coupe instead of the Stratos sportscar, judging by its conventional three-box-car silhouette. Originally launched in 1963, the Fulvia came in three body styles – sedan, coupe, and two-door fastback. With its production ceased in 1976, the Fulvia’s successor, the Trevi, only came in a single four-door saloon body style, marking the death for both the two-door variants of the model.

Fortunately, all questions pertaining to this new concept model will be answered later in April 15, The Pu+Ra Zero concept has been developed to serve as “the brand’s manifesto for the next 10 years,” showcasing the new design language that all new Lancia models – including the Delta EV – will be based on.

Apart from the new concept model and virtual showroom, Lancia is preparing to further expand its operation beyond the Italian market, with Stellantis planning to build up to 70 showrooms in 70 important cities across Europe. Not all of these outlets will be a dedicated standalone Lancia showroom, as Stellantis will park them alongside existing Alfa Romeo and DS showrooms.

Previously under the management of Fiat Group and later Fiat Chrysler Automobiles (FCA), the Italian marque is now part of the fourth biggest automotive conglomerate in the world, Stellantis. Lancia’s new overlord is planning to launch at least three new models by the end of this decade, with one of them possibly being the fully-electric version of the marque’s iconic nameplate, the Delta.