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Maserati to take over role of Lancia at Film Festival of Venice

29 July 2013 15:48 3 comments

During the 70th international Film Festival of Venice at the end of next month (August 28th until September 7th) the red carpet will be filled with Maserati’s instead of Lancias. The chic Lancia unfortunately lacks new models in the higher segments and therefore sees this honor being transferred to Maserati after five years of duty. The atmospheric and especially designed Lancia Café at the Lido, too, will now be fitted with Maserati badges.


Trading Lancia for Maserati as main sponsor of this famous film festival is of course perfectly understandable and perhaps even logical with the new Quattroporte and Ghibli being only just introduced, but is still a pity as it is yet again proof that the brand from Turin is put on the back burner for now. Let us hope that the identity of Lancia as a brand of spacious, stylish and comfortable cars will remain and that it can soon again be admired on the red carpet.



  1. pumadog says:

    It’s not about new models, the big Maserati models match the duty as red carpet limousines much better than small cars or re-badged Chrysler. Also, the worldwide promotion effect is much more useful for a global brand than for the Europe (or rather Italy) only Lancia.

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  2. Diego says:

    You’re right of course, pumadog! 🙂

    But it still hurts the Lancia-lover inside us to see our brand slowly fading away…

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  3. Alfetta159 says:

    Hard to expect them not to when one compares the car range between the two. Let’s hope Lancia’s time will come back again.

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