Could a joint venture between Citroën and Lancia possibly have been on the cards, especially before they briefly shared a roof under Fiat?
Trouble in Turin…
Under Gianni Lancia, the Italian firm ran a costly racing program that gobbled up whatever profit its modest sales brought. Its cars were expensive to begin with, aiming squarely at the upper echelons of Italian society. In the post-war context, Lancia’s export efforts were always hampered, and not just by the high import taxes of the era: its cars, for all their mechanical refinement and excellent driving experience, had a niche appeal, which eluded the majority of the newly-emerging (or re-emerging) affluent potential customers. Too many of them viewed Lancias as too expensive for their body size, engine displacement, horsepower, and acceleration. Plus, they wanted something far more flamboyant. Clearly, the times had changed, and so had buyers’ tastes.
Lancia’s new boss, Carlo Pesenti of Italcementi fame, gave Dr. Antonio Fessia the go-ahead to Continue reading “The Phantom Joint Venture – Part Two”