LANCIA INNOVAZIONE COMUNICAZIONE 1906-1976
This publication is not, and is not intended to be, the history of Lancia, but a narrative that follows the evolutionary journey traced by Vincenzo Lancia in the years between 1906 and 1976 and the marketing and communication choices that still characterise the brand today.
His numerous technical innovations proved to be prophecies, unthinkable at the time, for the automotive world. Culture, Refinement, Style are the elements that contributed to making it a “modus vivendi” that went beyond all technique and styling.
Over time, Lancia has represented an elegant originality, never banal, directly linked to a process of innovation within tradition; it has never succumbed to the temptation of aligning itself to established tastes, but on the contrary, has resolutely sought its own aesthetic identity, often well ahead of its time.
And advertising communication went hand in hand: it did not occupy double pages in the magazines of the time, as was the custom for other car manufacturers, but the cars themselves, standing outside both technical and stylistic canons and standards, were catalysers of attention and generators of communication from the press.
Lancia Innovazione Comunicazione features 240 pages. Text in Italian.
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