It’s almost exactly 18 years since Lancia threw in the towel in the UK. In autumn 1993 news filtered through that there was to be no right-hand drive version of the second-generation Lancia Delta (if anyone can remember that car).
It wasn’t a great surprise, in fact it was amazing that the brand had struggled on as long as it had. After widespread publicity in the late 1970s about rampant rust in the lovely Lancia Beta models, only the Delta Integrale had any credibility.
If I remember rightly, Lancia had the highest advertising spend per car sold of any manufacturer in the UK market. But, despite Fiat’s best efforts, shifting the ageing (but characterful) Thema and the Tipo-based (and pretty humdrum) Dedra saloon was a pointless exercise.
So I was amused to see the new ad campaign for the third-generation Delta appearing in the broadsheet newspapers yesterday. OK, this time around it is wearing a Chrysler badge on its be-grilled nose, but Lancia is back in the UK.