The Ypsilon is the model that allows Lancia to survive as a brand. It sold 56.000 units in 2012, down 8% circa, and counting for 60% of Lancia sales in that year. This small car is very important for the health of the company, and is quite important for the group in Italy, that counted for 79% of total sales. The current generation was presented in 2011, so last year was its first full period and considering current Italian car market crisis, total fall of 8% isn’t as bad as it could be. It was in the top 5 in Italy but its presence in other countries is really small. Even if Lancia added 2 more doors, so it could become a more competitive option in B-Segment, Europeans don’t consider it. At the end Lancia didn’t change anything and didn’t bring anything new, because the Ypsilon is the same weird-style Italian mini car with a curious interior and the chic touch the brand has had in the last years. This, of course, has a price, and normally the car is offered at higher prices than its rivals.
Certainly the new generation has allowed Lancia to increase its sales in many European markets. But big growth doesn’t mean big sales. From 12 countries analyzed, the Ypsilon sales jumped in 10. The fall in Italy was the main cause of general drop, as registrations fell 19% from 55.000 units in 2011 (the year of its debut) to 44.000 last year. Lancia had a good start in 2012, but the second semester the Ypsilon registrations fell considerably as competitors began aggressive rebate campaigns. In terms of growth, the Ypsilon shines in the UK (sold as Chrysler), and Greece, where it had its second best market share. In fact Greeks are in loved with this car, and sometimes during the year, it was in the top 15 best-selling cars (all of them with petrol engines). All this contrasts with the disaster in Germany, where the brand sold a bit more than 1.000 units, at the same level of Belgium, and a bit more than Spain and Greece.
For the coming months, Lancia will continue to boost the Ypsilon sales by adding special editions (Elefantino and Momo) that are supposed to have an impact on Italian figures. But it seems that the best times have passed away and the decline period of its commercial life has just started.