Lancia got mad. The poor results of the Thema, Voyager and Flavia lead the brand to increase the rebates and offer them at incredible prices. According to the brand’s new official website, the promotion applies only for Italian territory, and goes until June 30th. Prices start at 24.900 euros for the Flavia, 29.900 euros for the Thema, and 31.900 euros for the Voyager. Definitely these are big discounts that allow more people to access to this big American cars, and is supposed to help Lancia to increase its registrations in upper segments. Notice that by the time of their launch, in November 2011 and June 2012 (the Flavia), they were priced at 41.400 euros for the Thema, 39.900 for the Voyager, and 37.900 euros for the Flavia. Regardless the fact that this is a big promotion and Lancia may catch new clients, the truth is that the brand is desperate about the poor results of its American models, and in my opinion, it is doing very bad.
By reducing the prices of its flagships, Lancia is affecting the poor image of its luxury cars by positioning them in one segment below, and at the same time it is telling its current clients that they lost around 10.000 euros by buying its cars. How could anyone buy a car that will be priced 10.000 euros less in the coming months? if the brand doesn’t value its own cars, who is going to do it? it’s good to be active in terms of promotions and visibility, but a brand like Lancia, which doesn’t have the best image, can’t ruin the reputation among its clients. This might be the beginning of the end for this weird operation of Chrysler’s products rebadge, which will welcome a totally new product plan with models made by Chrysler and Lancia taking into account American and European customers. The new Chrysler 200/Lancia Flavia is going to be the first step.