Product description
This publication is not, and does not aim to be, the history of Lancia (authoritative texts already tell it in an exhaustive manner), but a narrative that follows the evolutionary journey traced by Vincenzo Lancia in the years between 1906 and 1976 and the marketing and communication choices that still characterise the brand today.
Its numerous technical innovations have proved to be prophecies, unthinkable at the time, for the automotive world. Culture, Refinement, Style are the elements that have contributed to making it a “modus vivendi” that went beyond any technique and stylistic element. Over time, Lancia has represented an elegant originality, never banal, directly connected to a process of innovation in tradition; it has never given in to the temptation to align itself with consolidated tastes, but on the contrary, it has determinedly sought its own aesthetic identity, often well ahead of its time.
And advertising went hand in hand: it did not occupy double pages in magazines of the time, as was the custom with other car manufacturers, but the cars themselves, standing outside of both technical and stylistic standards and canons, were elements that catalysed attention and generated communication on the part of the newspapers.
