Endurance - Lancia

Lancia is an iconic Italian automaker with a rich history, known for its innovative engineering and contribution to the automotive world, particularly in motorsports.

Founded in 1906 by Vincenzo Lancia and Claudio Fogolin, the company has had a significant influence on automotive design and technology, though its presence in the global market has fluctuated over the years.

Lancia is now part of the Stellantis group, following mergers with other automakers. By the late 20th century, Lancia’s market presence began to shrink, especially after the decline of the rally era and the rise of newer competitors in the luxury car market.

In the 1990s and early 2000s, Lancia struggled to maintain its identity and relevance in an increasingly competitive automotive market. The company faced financial difficulties and, by the early 2000s, became less active in global markets.

Lancia was absorbed into the Fiat Group, and in 2009, Lancia stopped selling cars outside of Italy. The company has since focused primarily on the Italian market, with only a limited number of models like the Lancia Ypsilon (a small luxury hatchback) remaining in production.

Lancia now operates as a niche brand within the Stellantis group (which was formed through the merger of Fiat Chrysler Automobiles and PSA Group in 2021). The brand has scaled back its operations significantly and focuses mainly on the Italian market, offering a limited range of models.