Overview

Lancia's story is one of engineering audacity meeting industrial constraint. From Turin in 1906, the company built a reputation for doing things the difficult way on purpose-pioneering structural ideas, refining ride and handling when most rivals still chased simple durability, and repeatedly treating innovation as a core identity rather than a marketing layer. That same identity produced a second Lancia: the competition giant. In rallying, the marque became synonymous with purpose-built solutions and relentless development discipline, turning victories into mythology and mythology into global recognition-often out of proportion to its size as a carmaker. And then, for decades, the arc bent the other way. Ownership logic, platform economics, overlapping portfolios, distribution realities, and the cost of modern compliance gradually narrowed Lancia's footprint until the badge largely retreated to its home market. This book follows the full tension-what Lancia achieved, why the business case became harder year after year, and what the modern era demands if the name is to return as more than nostalgia.

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