Volantinaggio Lancia?

Around here, we get cheesed off if someone sticks something on our vehicles. Things like "Don't Park Here" stickers or advertising flyers at the mall or, worse yet, political material telling us we're eco-criminals for driving SUVs. But if you're going to Italy on vacation this summer you're likely to see an army of young people sticking signs on subcompact cars. It's all part of an advertising campaign for a new subcompact model by Italian automaker Lancia.

The ad will be placed on competitive makes, teasing owners to consider buying a new Lancia Ypsilon.

It comes down to desperation for Lancia, which is owned by ailing Fiat Auto. If the new model doesn't sell, Fiat may the kill Lancia brand.

Now that's marketing motivation.

By Edward Lapham

Automotive News / July 22, 2003