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confidential.(News)(marketing campaigns for Lancia Ypsilon, BMW 5 series and Maybach)(Lamborghini Automobili product development)(Mazda RX-8 pricing strategy)

Automotive News Europe, July, 2003

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Everything rides on Ypsilon

You could be forgiven for thinking that Lancia has resorted to guerrilla tactics for the launch of its new Ypsilon.

The Italian brand has all manner of unconventional marketing plans for its new supermini - including getting people to slap magnets and stickers promoting the Ypsilon on rival vehicles (see story, Page 13).

But those tactics may have been born out of desperation. The success of the Ypsilon is crucial to Lancia's future. The Ypsilon's predecessor, the Epsilon, made up 72.8 percent of Lancia's 2002 production of 110,423 units.

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Automotive Industry

confidential.(News)(marketing campaigns for Lancia Ypsilon, BMW 5 series and Maybach)(Lamborghini Automobili product development)(Mazda RX-8 pricing strategy)

Automotive News Europe, July, 2003

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