First official pictures of new Lancia Delta

Lancia is a struggling company with very few appealing cars and they have come to a point where the badge is probably worth more than the company.

Fiat is doing its best to save the brand and it is starting with the evocative Delta name.

These are the first pictures of the Fiat Bravo-based hatchback.

The Delta gets an extravagant skin and very fussy detailing which is supposed to make it look more upmarket.

Well, it certainly makes it look like they are trying to make it look upmarket.

The interior gets higher specifications and better materials and that may have some appeal to brand enthusiast but the general market needs a more believable link to the company’s sporting heritage.

There is no point trying to create another Luxury Italian car brand. Italian cars are sporty first and luxurious second. If you don’t believe me ask Ferrari.