Lancia Sales Data & Trends for the European Automotive Market
Lancia sales and market share in Europe have declined steadily from 2009 to 2015, losing almost half of its volume in six years time. Sales slightly rebounded in 2016 but immediately fell to a record low in 2017.
Fiat-Chrysler CEO Sergio Marchionne has decided that it doesn’t make financial sense to develop all-new vehicles for Lancia with these volumes, so the slow selling Thesis was replaced by the 300C-based Thema in 2011, the Flavia cabriolet was introduced in 2012, based on the Chrysler 200 convertible, and to replace the also slow-selling Phedra they didn’t even bother to change the name of the Voyager.
As a result, Chrysler was pulled out of the European market in 2011, with the exception of the United Kingdom and Ireland, where it was decided to keep the American brand instead of the Italian brand which hadn’t been sold in the UK since 1993 because of a reputation for bad quality. With this reputation in mind, Chrysler was expected to have a better shot at the UK and Irish markets, even if that meant rebadging the Ypsilon minicar and the Delta compact hatchback as Chryslers.
Unfortunately, this hasn’t helped sales of the two brands combined. Sales of the Ypsilon have remained relatively stable and sales of the 300C/Thema actually increased every year between 2011 and 2013 before coming to a virtual halt, production of the Delta was discontinued in 2014 while the Voyager competes in one of the fastest shrinking segments of the continent. In March 2015, Fiat-Chrysler announced that it would withdraw Chrysler from the UK market to focus entirely on the more successful Jeep brand. Dealers sold their remaining stock until the brand officially stopped selling in 2016.
At the same time, Lancia withdrew from all export markets, and all products except the Ypsilon were discontinued. That makes sense, as the Ypsilon already made up over three quarters of total brand sales, and almost 80% of its volume was sold in Italy anyways. This way, Alfa Romeo will finally get the much-needed attention to grow. Sales of the remaining inventory of the Delta ended in 2015 and the three rebadged American cars also all but disappeared from the rankings in 2015. Meanwhile, the Ypsilon was updated in 2015 for the Italian market, as it makes sense to continue sales of a model that has consistently been a top-5 seller in the country. However, since there are no plans to renew the Yp anytime soon, chances are sales will slowly dwindle until there’s no more need to replace it at all.
Note: these statistics are for Lancia separately, sales figures of Lancia-Chrysler combined and of Chrysler alone are published separately.
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