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I work in the Lancia world, so have an interest.
I had two answers:
1) to create a boutique brand, with free reign to produce small volume production cars and access to Fiat Groups parts bins. Sometimes they'd be cheap cars with lower end engines, occasionally more expensive cars.
2) to use as a brand to promotes Fiat's electrification - an Italian Tesla
As for the Alfa 4C being a Lancia - that doesn't necessarily fit with Lancias 110 year history, but its a bit like a Stratos I suppose.
The Lancia brand in its heyday was the premier Italian marque, but also has the sporting reputation equal to any other manufacture - still the most successful rally car manufacturer, wins and championships in endurance racing, Formula 1.....
Last edited by andrewc; 8 Jun 2018 at 11:05.
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