The dynamic PR-people of Lancia invited us to the Italian Embassy not only to mark the anniversary of the birth of the Italian nation, but also to highlight a new commercial start of the Lancia distribution network in Belgium. It proved a very interesting meeting with the Italian ambassador, and was for your servant also the first acquaintance with the all-new Lancia Ypsilon and Thema…

Hans Knol ten Bensel

The Italian Ambassador, his excellency Roberto Bettarini, was delighted to show Lancia elegance and style in the embassy's garden at the 150th anniversary of the Italian Nation...

The new Lancia dealer network is now in place for Belgium, and the presently renewed Lancia model line-up will be a major asset for its commercial success.

Mr. Emilio Herrera, (see photo above) Deputy Market General Manager of Fiat Group Automobiles Belux, pointed out that not only the very popular Ypsilon will attract (Belgian) customers to the marque, but that the intensified and harmonious collaboration with Chrysler within the Fiat group bodes well for the chances of both makes, Lancia and Chrysler alike.

The Italian Embassy in Brussels proved a magnificent setting for the venue...  

Judging from the brilliant restyling of the previous Chrysler 300C into the present Lancia Thema, one can easily see that the collaboration bears marvellous fruits.

Suffice to say that this car has also been dramatically improved in both its drivetrain and architecture, so the improvements are (much) more than skin deep…

Mr. Herrera pointed out that the refined restyling, also seen on the Voyager, will certainly appeal to the present European clientele which hitherto drove Chrysler, because they were interested in a car which showed individuality and refinement.

The Italian Ambassador highlighted the technological know how and resilience of Italy's industry. To his right is Mr. Emilio Herrera.  

Indeed, they will continue to find these characteristics even more accentuated under the Lancia emblem. 

On the brick wall of the Embassy's garden, Lancia had displayed its new stylish billboards. 

This intense collaboration between Chrysler and the other makes within the Fiat Group, will also strengthen the position of the marque Chrysler not only on the American market, but also in Europe as well. 

The all-new Ypsilon was also on display in the Emabssy's garden. 

The Ypsilon for instance, will be sold on theUK market under the Chrysler brand. It will bode well for the penetration of Chrysler into this market…

The Italian Ambassador was very pleased to have both cars on diplay in the Embassy’s garden during the celebrations of the nation’s anniversary. They show, as he pointed out, Italy’s premium position of producing and designing high technology products of quality, uniqueness and style.

We will soon tell you more about the Ypsilon and the elegant Thema on these pages, but let you enjoy the photos in the meantime…

Hans Knol ten Bensel