Build the Lancia Fulvia Coupe

Luca Cordero di Montezemolo - Chairman of Fiat Group.

In each era, an automotive legend is born. A vehicle that encapsulates the spirit of an age, that is evocative of its cultural heritage, and is jaw droppingley beautiful. One example is the ever youthful Mercedes SL300 Gullwing - a car so appealing that most car designers today wish that they themselves had created it.

Within the Fiat group sits a company called Lancia. Lancia is one of the very few motor manufacturers than can boast customers who are demanding aficionados of the brand and lovers of beauty yet also great connoisseurs of the most sophisticated technology. Born of this stable is the concept car known as the Fulvia Coupe. Similar in many ways to her enigmatic auntie (Fulvia 1 series), this concept embodies the spirit of all things Italian and Europrean, and if you see it in person, will make you either say "I need that car" or if you are a designer "I wish I had designed that car".

Fiat group won't build this car because they do not believe more than 5000 people would buy one. It is my contention that this is wrong; a vast underestimation of the potential sales of this vehicle as well as a slur on the car buying public of the world.

So, Fiat Group, stop listening to the accountants, and build this car. It will define this era, and it will bring Lancia back to the position it deserves on the world stage.