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.
The Ypsilon is an important model in the Italian market (10,7% of the group’s sales), but it is very unpopular outside its homeland. Source: see at the bottom of this post
The Ypsilon is one of Fiat Group’s models that depends the most on Italian market. Not even the new generation has allowed to decrease that negative dependence. Source: see at the bottom of this post
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.
Thanks to the new generation, the Ypsilon had very good results in many markets compared to 2011 figures. But it is still a very low seller as it shows the second table, where only in two markets, it had a market share in B-Segment market above 1%. Source: see at the bottom of this post
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.
Source: FGW Data basis
Source: Best Selling Cars Blog, Carsitaly.net, Fiat Group’s World data basis, Data House
Click here to see Lancia 2012 Full Year Analysis
Click here to see Lancia Delta 2012 Full Year Analysis
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Juan, I know it is a bit offtopic but do you know how the 500L is doing in America so far?
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They sold 541 units in USA and 32 units in Canada in June. Those are not bad numbers, because when the regular 500 started, Fiat sold 500 units in the first month.
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And interesting article, but unfortunately I believe in 2013 the sales have slipped everywhere. German sales in 2013 for Lancia are especially tragic.
As it’s nearly August, it will be interesting to see any half-year numbers for the model.
For me, the car is different but unfortunately not attractive or elegant. (unlike the pre-facelift Delta). The new grille afflicted on all models makes all Lancias less attractive than the proper Lancia grille.
For me, I would not buy the car, because I do not want a Chrysler Ypsillon which is all I can buy in the UK. From the site beepbeep.ie, I dont believe Lancia/Chrysler has sold one Ypsillon at all in the Republic of Ireland this year. 2013 is not a good year it seems.
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With almost 80% of its sales in Italy, this proves again that the Lancia brand has little regard outside it’s home market. Curious to see the UK as it’s third strongest market, and the poor showing in Poland where the Ypsilon is built.
I’m not sure how much i agree with the previous commentary, about the Chrysler name detracting from sales in the UK, but perhaps it’s somewhat true. I suspect with a Chrysler badge these cars might actually sell better in Northern Europe where Chrysler has a much stronger brand awareness.
I still think FIAT combined Chrysler and Lancia prematurely, each brand should have been given a chance to prove themselves in Europe, even if within the same showrooms. The stronger brand could have then carried on when new product arrived. Rebranding Chryslers as Lancias and visa versa has only detracted from sales, and in this Marchionne’s blending experiment has failed.
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Coexisting 2 brands is expensive and Chrysler hadn’t that strong image either.
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Fact is, two brands are being marketed: Chrysler in UK, Lancia on the mainland. How effectiive can that be? Most effective is to market a brand globally, and for that Chrysler is the stronger brand and logical choice.
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Better keep Lancia only in Italy and Chrysler in other UE-27.
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Noticed earlier that there is no Lancia or Chrysler in Denmark, but also checking on http://www.lancia.no and http://www.lancia.fi via google translate, seems Lancia is not present in Norway or Finland either.
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Yes. Lancia is not present in some Scandinavian markets.
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I miss and drive Lancia. The nicest are Momodesign bicolore. No Importeur in Germany has Lancia. My dreamcar Delta S is expensive in Germany. Lancia Italy and Dealers in Italy give no answer.
Best regards from D- Mönchengladbach
Frank
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