LANCIA IS DYING. Audi has never been more alive. The two brands have roughly the same missions - to appreal to discriminating but unpretentious upper-income drivers.
Audi has had a great year. Market share is up sharply. Volkswagen has managed the brand to perfection. Now it wants VWs to look more like Audis.
Fiat must work the same kind of magic at Lancia. The brand deserves to be saved.
To be fair, Fiat Auto first had to rebuild the Fiat and Alfa Romeo brands. Now it can work on Lancia.
Some insiders at Fiat say it is too late to save the brand. Say no to those naysayers.
Lancia has a future. Just look at Audi.