Ever wonder why Italian cars are so cool? It is all about style and branding.
The Ypsilon has always been a bit of a frumpy odd duck in Lancia’s lineup, but it gets more stylish with every generation. The latest update that happened this year has even brought the car’s appearance to a nearly acceptable level (almost like someone left an Alfa Romeo Giulietta in the microwave long enough to shrink and deform.)
But what really helps is that Lancia knows how to advertise the car:
For those who don’t speak Italian, this commercial just basically says, “Monotone is boring…don’t be boring.” As you can tell by the tone of the commercial, this battle cry is being laid down like a challenge. Lancia is going after a young audience with the special edition Black & Red Ypsilon with the promise of techno music and electric sex.
The Black & Red edition lives up to its name by being offered in only four color schemes: Argilla Red, Vulcano Black, three-layer Fiamma Red and the two-tone Argilla Red with Vulcano Black roof. Other improvements to this car include an upgraded stereo, 15-inch wheels, and of course, blacked out windows. (see more of the special edition and the standard car in the photo gallery)
Underneath all this is nothing too special. Powering the B&R special edition is the 69 hp gas motor or 95 hp turbo diesel that’s available on the more domesticated Ypsilons.
But there doesn’t need to be much substance with this Ypsilon. Lancia is using style to sell a stylized car, and that’s a lot better then what we get in the USA. Here the Fiat 500 (which shares plenty of components with the Ypsilon) is being promoted by Jennifer Lopez as she shows that the little Fiat proves that she’s still Jenny from the block.
So which would you rather have? The faceless anti-Big Brother voice telling you that this car will never let you conform, or Jennifer Lopez demonstrating that her derriere can fit in a small hatchback. We don’t just need Italian cars here; we need their advertising firms here, too.
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