Iconic Lancia Delta Integrale is being championed for a comeback by senior staff within Fiat Chrysler

A number of senior Fiat Chrysler Automobiles (FCA) executives are pushing for an all-new Lancia Delta Integrale to be commissioned before the brand is completely wound down.

Sources at FCA say representations are being made at the highest levels to reinvent one of the company’s most evocative and highly regarded models. However, there is no suggestion that another attempt should be made to rebuild Lancia as a full-line brand in its own right.

In an industry that increasingly successfully trades on prestige and history, many FCA executives believe it would be a big mistake to allow the Lancia badge to be wound up when the Delta Integrale brand still holds so much cachet.

However, FCA boss Sergio Marchionne takes a very unsentimental view of the near-defunct Lancia brand and is much more interested in a successful relaunch of Alfa Romeo. He is likely to see even a single new Lancia model as an unnecessary distraction.

The Delta won 46 individual World Rally Championship events and six consecutive manufacturers’ titles, competing up until 1993.

However, what was then Fiat Auto decided that Lancia should be reinvented as an upmarket luxury brand, despite its competition successes, leaving the way open for Alfa Romeo to be the group’s sporting brand.

More than 20 years of attempts to respin Lancia as a ‘luxury’ brand (including the Delta Mk2 and Mk3 and the big Thesis executive car) have failed miserably.

The key to the Delta’s long-lived high profile lies in virtual reality. Although the very last Delta Integrale models were produced in 1994 (in ultimate HF Integrale 16v Evoluzione II form), the car has lived on in generations of computer games.

A number of historic Lancia models feature in the current Gran Turismo 6 game, including the Delta Integrale, an Integrale rally car, the Delta S4 and the Stratos.Two years ago, it was estimated that 100,000 people a day log on to play Gran Turismo online. This suggests that in the past 15 years or so, millions of people would have engaged virtually with the Delta in its many high-performance forms.

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Comments
14

3 July 2015

While hindsight is a wonderful thing were Fiat Auto / FCA sensible instead of reinventing Lancia as an upmarket luxury brand they should of pursued a rugged sporty semi-premium approach where unlike Alfa Romeo, Lancia is unafraid of getting muddy.

4 July 2015
Nathsky wrote:

While hindsight is a wonderful thing were Fiat Auto / FCA sensible, instead of reinventing Lancia as an upmarket luxury brand they should have pursued a rugged sporty semi-premium approach where unlike Alfa Romeo, Lancia is unafraid of getting muddy.

Quite right and succinctly stated.

3 July 2015

Isn't this whole Fiat Chrysler thing, where we get regular speculation, suggested plans to 'talk the company up', promised concepts and so on.... a bit like the great Rover wind-down, in to obscurity; in the period of 2002 to 2005?

Would the company's realisation that it's in trouble, be the real reason for floating Ferrari out from under the Fiat banner last year... this to protect Ferrari from the moment when the plug is finally pulled; as FCA has to face not being able to attract a needed investment with these 'pie-in-the-sky' dreams?

It seems to me that Fiat only seems to have the old and oh-so-boring 500 model to try to keep it afloat.

3 July 2015

Does anyone anywhere know anyone who has bought a car from this company?

3 July 2015
Bullfinch wrote:

Does anyone anywhere know anyone who has bought a car from this company?

Didn't James May just buy a new Panda? And I've seen loads of Renegades on the road in Edinburgh and surrounding areas recently

3 July 2015
Bullfinch wrote:

Does anyone anywhere know anyone who has bought a car from this company?

I bought a Giulietta and it is absolutely brilliant.

Next daft question?

3 July 2015

The Delta in rally trim also appeared in the Sega Rally arcade game, and the Dreamcast Sega Rally 2.

In fact, it has been in lots of games, as per the IGCD (Search for Lancia Delta)

3 July 2015

Ahhh SirWiggum, you've just took me back to my college days, playing the arcades during lunch break!

3 July 2015

Nowadays branding is everything, Lancia is such a valuable brand its ridiculous that its worth is not capitalised on, theres clearly money there to be made and FCA definitely needs to make money !

3 July 2015

. . . . lets just hope that any new Delta doesnt look like a Golf with a Skoda front like the picture above.

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