Lancia did not have much of a presence in the US. It’s zenith: 1975 to 1983. This advert comes from about the middle of their last “proper” push to sell new vehicles.
The choice of used Lancias in the US is not great. For $8950 you can have a Lancia Fulvia bodyshell. No doors, no interior. Just the shell, wheels and motor. If you want a bit more car then $15,000 is what you shall pony up for a 1965 Lancia Flavia coupe. It’s missing the top part of the dashboard, only. If you look around you’ll also find one of the three Lancia Scorpions used in Herbie Goes Bananas. That’s up for auction.
It’s really hard to imagine how the 70s Lancias were viewed by American customers. Small and modest looking, it took a certain type of East coast sophisticate to want to choose one of these over even something obviously more unambiguous such as a BMW 2002 or 316. What I can easily imagine is the rage of the buyer upon discovering their car dissolving as the salts of December etched into the undercarriage and became visible in February.
The couple in the photo look more Buick, Lincoln or Cadillac to me.