Lancia is dead. Long live Lancia.

The European financial crisis has claimed another victim. This time it is not a racing program or production facility, but an entire car brand. Fiat and Chrysler CEO Sergio Marchionne has announced the shuttering of the storied Italian make as part of a "larger strategic correction" to right Fiat's current financial woes. That kind of dashes any plans for a Stratos comeback.

According to German site Automobilwoche, the move is part of a larger effort that would see Fiat spread product offerings over more vehicle segments, including the premium market. Still, Fiat will continue to present the Panda as the "pillar of the brand, and will be rebadged as a Jeep in the near future.

With news that Fiat could post a 700-million-euro loss for 2012, the killing–off of Lancia starts to come into context. According to Marchionne, the company may not break even again until 2015 or 2016. The hope of shuttering the Lancia brand is to further consolidate underpinnings and cut costs by platform sharing and rebadging of Fiat, Jeep, and Chrysler products, hopefully pulling the Italian automaker out of the red.

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    • 1 Second Ago
      Android 1800
      • 2 Years Ago
      Just sell the damn Lancia name so somebody can make the New Stratos! :(
      • 2 Years Ago
      Does this mean that the Lancia Thema is going to become a collector item in Europe?
      • 2 Years Ago
      as far as the media information that i received yesterday tells me there are no plans to kill of lancia completely. but the are planning to keep the ypsilon as only italian-built lancia in the programme. that means that delta and musa have to go. as they are seldom on our streets that doesn't seem that big a loss to me. and also the thema (the rebadged chrysler 300) is in fact a pretty good car.
      Luis Emilio Rodrigue
      • 2 Years Ago
      This could not be more wrong, Autoblog has fallen victim to bad translations, many italian newspapers taled about the "death" of Lancia, but only the death of it's roots, as Marchionne is planning to rebrand mostly american-build cars as Lancias, therefore killing the brands italian roots and identity, with the upcoming death of the Delta it will be finally the death of italian Lancia.
      • 2 Years Ago
      although ive never seen, heard, or driven a lancia, a small part of me will die when the company does. the fulvia hf, the stratos, the type 037, and the delta integrale are some of the most beautiful cars that i have ever seen.
      • 2 Years Ago
      Obviously, I am saddened to hear this - although it will end the stream of badge-engineered Fiats that Europe has seen for decades now. Mixed blessings, I suppose...
      • 2 Years Ago
      North America sure could use some Alfas over here, not so sure of Lancias. I would buy a Mito or Giulietta Cloverleaf instantly if they were over here.
      • 2 Years Ago
      Does this mean that Chryslers will be sold in Europe as Chryslers now?
      • 2 Years Ago
      Good. Lancia lost its appeal long ago. Fiat has rebadged Lancias as Chryslers. Wrong move. Import and even build Chrysler products in Italy. Build the new Panda based Jeep in the states. Selling more Chrysler/Jeep products in Europe will help sales for Chrysler. The 300 was rebadged a Lanica Thema. Not a good idea.
      The Wasp
      • 2 Years Ago
      As a non-European, this seems to make sense. What's next in my opinion, and I know this would upset a bunch of nostalgists and Sergio himself, probably, is getting rid of Alfa (closing it or selling it). At the least, the Fiat group needs to do a serious consolidation of the Chrysler and Fiat/Alfa brands and draw a line in the sand between what is a 'Fiat' car and what is an other brand car.
      Boost Retard
      • 2 Years Ago
      Better to see Lancia die than just have it exist as a badge applied to some Chrysler platforms. Nobody wanted to see a Chrysler 300 rebadged as a Thema (a car that once had a 32 valve Ferrari V8 under the hood), anyway.
      Evan Hayden
      • 2 Years Ago
      "That kind of dashes any plans for a Stratos comeback." :-( Rest in peace, Lancia. You made a few of my favorite classic Italian cars (Stratos, Delta, Fulvia)
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