Lancia is engineering and innovation.
Vincenzo Lancia created an atmosphere that gave his engineers freedom to design cars to be the best possible, without the interference of “bean counters”. Not a particularly sound model for making a profit, but it produced spectacular cars that were always far ahead of their contemporaries in getting a family from Point A, to Point B, safely, comfortably, and quickly.
For a more in depth story of the founding of Lancia, we recommend you read the complete history at Lancia.com.