A Car, Four Stories and Rossoevolution: the “Magic Formula” for the New Lancia Ypsilon International Media Test Drive

Today marks the conclusion of an intense week of presenting the New Lancia Ypsilon range to Italian and European journalists, which began with the Press Conference held at the OGR in Turin. A major event: 1 press conference, 135 European journalists, a live stream with 11,000 connected users, and 5 days of test drives.

Lancia was founded in Turin in 1906, and from here began an adventure that made history and made the brand a true synonym of Italian Elegance, giving us icons such as the refined Flaminia and Aurelia B24 Spider, the bold Delta, Stratos, and 037, the eclectic Fulvia, Beta HPE, and many others.

Starting right from Turin, to pay homage to the birthplace of the brand and consistently develop the multifaceted story of the New Lancia Ypsilon, Rossoevolution proposed a premium experience journey that led guests step by step into an atmosphere of culture, lifestyle, and typically Italian hospitality.

In the brand’s vision, the New Lancia Ypsilon encompasses 4 stories: the pleasure of driving, technology at the service of on-board comfort, entry into hybrid and electric mobility, and timeless elegance reinterpreted with a contemporary style.

These 4 souls took shape in a multifaceted event that combined exciting reveals with evocative test drives: a project that fully embraced the new path undertaken by the brand and expressed all the values inherent in Lancia’s DNA.

For the initial press conference, Rossoevolution created a scenography inside Binario 3 of the OGR Turin, designed to present 4 new Lancia Ypsilon models: the LX and Edizione Cassina trims, displayed on stage, plus the Ypsilon HF and Rally 4 HF, hidden from view until the unexpected reveal and announcement of the new rally adventure, which was experienced as a true event within the event.

The subsequent experiences were designed to convey to guests all the values of the brand and the new car, thanks to the careful selection of innovative, comfortable, and exciting environments, with the goal of making them always feel “at home.”

For the test drives, which provided the opportunity to drive the electric and hybrid versions, an exclusive location in the heart of the Langhe was selected: an excellent, evocative, sophisticated, and distinctly modern winery. This Piedmontese jewel was the heart of the 5 days of test drives, serving as both the starting and finishing point for the driving routes, through the enchanting vineyards and gentle curves of the Langhe. In this way, journalists, gathered for a technical briefing at the airport, were able to drive the New Lancia Ypsilon in various contexts.

Rossoevolution managed the event in its entirety, from the concept to the project and production phases, from location scouting to the coordination of setups and techniques, from organizing the test drives to the complete management of all logistical aspects.

“We are very proud of the positive feedback from the Client and the Guests: for us, it is a confirmation that our path of integration and meeting of skills is the right one,” commented Daniele Rosso, President of Rossoevolution. “Being able to offer 360-degree support was certainly a key factor in the success of the event.”