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2011 Lancia Thema – Click above to watch video after the jump

The new Lancia Thema is little more than a rebadged Chrysler 300, which gives Lancia a clear opportunity to celebrate the merger with an ad that references not only the Italian marque's history, but Chrysler's as well.

The first allusion in the ad is not to the original Lancia Thema, but to the 1950s Chrysler 300 – a bold move for Lancia. Despite the fact that there is very little Lancia to the new Thema, the addition of Chrysler's pedigree to its marketing campaign is an interesting move. The only question is, will Lancia loyalists buy it? Check it out for yourself after the jump.



[Source: Lancia via YouTube via Caradisiac]



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  • 32 Comments
      • 4 Years Ago
      This car is going to sell a lot in Europe.
      This is one of the few Lancia that look "normal", very mainstream compared for example to the Thesis.
      The only thing out of place is the grill.
      Both Chrysler and Lancia should use the old Lancias, it looks way better.
        • 4 Years Ago
        You're an optimist.

        When you say Europe do you in fact mean Italy? Lancia is not a highly regarded or known brand outside Italy.

        I wouldn't buy a Fiat or any other Italian brand, despite the nice designs, due to worries about quality and how they'll function in northern European countries.
      • 4 Years Ago
      Much cheaper than building a new Thema from the ground up.
      • 4 Years Ago
      I just loved that awkward looking Thesis and Lybra is nice looking car. I don't get this chrysler thing. :-(
      • 4 Years Ago
      Looking at the other Lancia models, their interiors look nice, but their bodies will definately benefit from what Chrysler has to offer. So far the Thema is their nicest looking car.
      • 4 Years Ago
      Remember, the average person ,america or otherwise, is nothing like people that visit autoblog on a regular basis. For all they know those two old cars in the ad are Lancia's.. I'm betting the average buyer will just think it's an Italian car. Look at how many americans had no clue that the G8 was an Australian Holden. About every enthusiast on the planet knew it wasn't an American car. ....I'm just say'n.
        • 4 Years Ago
        It doensn't look anything like any European car... there's no way an average person will think it's Italian. It's just too foreign for our tastes here.
      • 4 Years Ago
      lol
      • 4 Years Ago
      If they want to play up the Italian heritage of vehicles based on the Chrysler 300, they could always go back to the concepts Ghia built from the designs of Virgil Exner's team in the 1950s. The grille and headlights of the current 300 and the Lancia Thema as well ultimately go back to the Exner/Ghia K-310 concept.
      http://www.carbodydesign.com/archive/2010/06/top-ten-concept-cars-of-the-fifties/1952-Chrysler-K-310.jpg
      • 4 Years Ago
      Nice looking cars. Not sure about the lancia badging though..
      • 4 Years Ago
      The real story is the numbers. How many do they expect to sell in the Italian market? I'm guessing that the overall percentage of current Lancia buyers will not be drawn to an American car with a Lancia badge slapped on it.
      • 4 Years Ago
      why is the first add we are seeing for the Thema, the one marketed to France?

      @Bolide Italiano I agree with you shove a diesel in this thing and they are going to sell well.
      • 4 Years Ago
      They're trying to foist off re-badged Sebring/200s as Flavias???

      I get the 300/Thema - but smell major failure with these...
      ...that said, I sure hope we get the Delta here in the US - They could call it a Chrysler 100!
      • 4 Years Ago
      Nice use of "Music Clock" by Ennio Morricone... a "Western"-style song composed by an Italian... very fitting.
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