The winds of change are blowing through Turin again, and this time, Lancia is looking to the past as much as the future. The storied Italian marque—long synonymous with rally glory and elegant grand tourers—has named Stefano Solfaroli Camillocci its new Marketing & Communication Director. Reporting directly to brand CEO Luca Napolitano, Camillocci is stepping into a role that could prove pivotal as Lancia seeks to reestablish its relevance in Europe.

If the name sounds familiar, that’s because Camillocci is no stranger to Stellantis or its Italian sub-brands. With more than three decades of experience across Fiat Chrysler Automobiles and now Stellantis, he has climbed the corporate ladder through stints in Sales, Aftersales, Marketing, and Network Management. Along the way, he’s managed international teams and guided everything from pan-European aftersales strategies to B2B initiatives in Italy. In short: he knows the business inside and out.

But this isn’t just another corporate appointment—it’s personal. “Lancia is part of my DNA,” Camillocci said. “My first car was a Lancia, and in my professional journey I’ve already had the honor of working for this extraordinary brand. Today, I return home with great enthusiasm, ready to contribute to its renaissance and embrace the many challenges ahead, from the launch of the New Lancia Gamma to the rally adventure.”

That last bit is telling. The mention of “rally adventure” hints at a potential motorsport comeback, something fans of the brand have been clamoring for ever since Lancia faded from the WRC scene in the early ’90s. Combined with the upcoming Gamma—a sleek, all-electric flagship expected to blend retro cues with modern sustainability—Lancia’s revival plan is starting to look less like wishful thinking and more like a strategy.

Camillocci brings the kind of résumé you’d want for such a high-stakes gamble: a Bocconi-trained economist from La Spezia, fluent in the intricacies of European markets, and seasoned enough to balance heritage with the demands of electrification. Away from the boardroom, he’s a husband, father of two, and passionate about cinema—an apt hobby for a man now tasked with writing the next chapter of one of Italy’s most cinematic car brands.

For a marque that has lived on reputation alone for the better part of two decades, the challenge ahead is enormous. But if Camillocci’s mix of experience, passion, and strategic vision is any indicator, Lancia may finally be ready to step back into the spotlight it once dominated.

Source: Stellantis