Lancia was started in 1906 by former Fiat factory racers Vincenzo Lancia and Claudio Fogolin. Fiat bought the storied Italian brand in 1969. Moving in a new direction in 2007, the company added new models manufactured by Chrysler, sold under the Lancia badge, and conversely, Lancia-built models under the Chrysler badge. The Lancia brand still enjoys wide recognition in Italy, and the Ypsilon remains a popular model there. Lancia has been interpreting the Italian style and attitude for more than 100 years. Lancia cars don't follow trends, they anticipate them.