Lancia’s sales in Europe remain very modest despite the launch of the new Ypsilon model. According to recent figures, the brand could sell fewer cars than Ferrari this year—a surprising comparison given Ferrari’s focus on limited-production supercars. The upcoming Lancia Gamma may be key to changing this trend.
Sales in Italy Remain Stagnant
Italy continues to be Lancia’s main market, but growth is limited. In the first half of 2026, the brand recorded 5,261 registrations—slightly down from 5,367 the previous year. The Ypsilon model, once a strong seller, has dropped out of Italy’s top 50 best-selling cars. The 100% electric Ypsilon version also struggles, making up only 324 registrations in Italy so far.
Lancia has responded by lowering prices and introducing a manual transmission version to attract more buyers.
Small Gains Across Europe
Outside Italy, Lancia has seen some growth, though on a small scale:
- France: 723 registrations in H1 2026, up 59% from 454 in 2025, with 144 electric units sold
- Spain: 439 registrations, a 10% increase
- Belgium: 143 registrations, up 35%
- Luxembourg: 75 registrations, up 120%
- Netherlands: Slight decline with 49 registrations compared to 69 in 2025
Overall, these markets total about 6,700 registrations, a 4% increase year-on-year.
Why Selling Fewer Cars Than Ferrari Matters
Based on current trends, Lancia may end 2026 with just over 12,000 registrations in Europe. In comparison, Ferrari sold around 13,600 vehicles worldwide in 2025. While Ferrari’s production deliberately remains limited, the fact that a niche luxury brand outpaces Lancia is telling.
The launch of the new Lancia Gamma by the end of 2026 could improve the brand’s fortunes. Lancia also has gained visibility through its participation in WRC2 racing.
However, Lancia’s absence from important markets like Germany and Austria raises questions about its growth strategy. Without expansion and a strong new model lineup, the brand’s future in Europe remains uncertain.
What to Watch Next
The arrival of the Lancia Gamma is crucial for the brand’s revival. Observers will be watching to see if Lancia expands its market presence beyond Italy and Southern Europe. For now, Lancia’s struggle to increase sales underlines the challenges faced by legacy European brands in a highly competitive market.
Source: italpassion.fr