Lancia Imperiale Design Concept by David Cardoso

If there's one European brand that has been in an identity crisis for many years, that is Lancia – and the Fiat Group's decision to drop a few Chrysler models including the 300 sedan and the Town & Country minivan into the Italian firm's range only made things worse.

One time the proud maker of sporty models with a pinch of luxury like the gorgeous Lancia Fulvia Coupe with its innovative narrow-angle V4 engine and let's not forget, also the holder of 10 world rally championships, Lancia is now struggling to find its place in today's automotive world.

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Ferrari Designer Called Upon by Fiat to Create a Common Styling for Chrysler and Lancia

Platform sharing is nothing new in the automotive world. Everyone does it as it enables companies to reduce development costs across the board. For example, if it weren’t for the VW Touareg, Porsche probably wouldn’t have the means to develop the model that effectively made it a cash cow: the Cayenne.

And truth to be said, most of the times, your average buyer doesn't know what's hiding under the sheetmetal nor if the vehicle in question is identical in many ways to a model bearing a different badge, because what he or she sees and feels are indeed different.

The trouble starts when carmakers engage in blatant badge engineering, simply placing a different grille and a new logo on the steering wheel and calling it something else.

And that's where the problem lies for Fiat and Chrysler. The automotive alliance recently revealed a trio of Lancia models in Europe: the Thema sedan, Flavia Cabrio and the Voyager MPV, which are nothing more than rebadged versions of the Chrysler 300, 200 Convertible and Town & Country respectively.

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Euro NCAP Announces the Results of the Latest Round of Crash Tests

The Ford Ranger's five-star rating in the Euro NCAP crash test was a surprise in the sense that it was the first time a pickup truck ever achieved such a high score not only for passenger but also for pedestrian protection as well.

The independent European safety organization also released the results for 11 more new models that were tested along with the Ranger. With the emphasis given these days on safety, the five-star rating awarded in all but one of the models was to be expected.

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IAA 2011: Lancia Displays its Stars and Stripes in Frankfurt

If anything else, and with a few exceptions such as the Ypsilon supermini, the aging Musa and the Delta compact hatchback, Lancia's range is beginning to look eerily similar to that of the Chrysler brand.

At this week's 64th International Auto Show in Frankfurt, the Italian company displayed its entire lineup including the Thema sedan, Flavia Cabrio and the Voyager MPV, which are rebadged versions of the Chrysler 300, 200 Convertible and Town & Country respectively.

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Lancia Rolls Out New Thema at 68th Venice International Film Festival [Video + Photos]

The Fiat Group may have forced Lancia to give up on the art of…making cars, but the Italian company is trying to compensate by mastering the art of…promotion.

The Italian firm's new flagship model, the Chrysler 300-sourced Thema, is making a special appearance at the 68th Venice International Film Festival, of which Lancia is the main sponsor for the seventh year running.

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Frankfurt Show Preview: Chrysler 300 Wears Italian Undies and Becomes the New Lancia Thema

After its international public debut at the Geneva Salon last spring, the new Lanica Thema will be making one more appearance at the 64th International Motor Show in Frankfurt next month before it goes on sale across Europe in October.

Lancia's contribution to the transformation of the Chrysler 300 to the Thema is restricted to the Italian brand's badges, plus the higher quality materials and different trim options for the interior.

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Just Like the Real Thing: Lancia Stratos Replica with Thema 8.32 V8

The Lancia Stratos HF is the other Italian supercar of the 1970s. It may not be as well loved as some of the other greats – Lamborghini’s Countach, Ferrari’s Daytona or Maserati’s Khamsin – but it still holds a special place in many enthusiasts’ hearts. So it should come as no surprise that Stratos replicas are somewhat prevalent, especially in Europe.

The ebay seller assures us the work was carried out by professionals (isn’t it always?) and -as usual- the vehicle is going for a lot less than its original asking price. The car is said to be built by a Mr. Bates who provided the chassis to UK “repli-car” kit manufacturer Hawk Cars. Perhaps coincidently, Hawk Cars also makes a Lancia Stratos replica kit.

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First Interior Photos of Lancia’s Version of the Chrysler 300, the 2012 Thema

Even though Lancia's press site still has only one exterior photo of the Thema (who needs more when you can take a look at the Chrysler 300?), the Italians went straight to posting the first interior pictures of their American-sourced flagship sedan. If you like drama, don't read on, this isn't for you. Believe it or not –ahem- the 2012 Lancia Thema's interior looks exactly the same as Chrysler's.

Our “spot the differences” approach led to the conclusion that, Lancia logo aside, everything else in the cockpit is identical to what one can see in a Chrysler 300. Except of course the different leather upholstery and trim color scheme chosen for the photo shoot. The two sister cars share the blue-tone instrument panel lighting and the analogue clock as well, however, in this color and trim setup the Thema looks a bit more refined than its American counterpart.

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VIDEO: Eminem Meets Italian Opera at Lancia's Presentations of the 2012 Thema and Flavia Concepts

The 81st Geneva International Salon marked Lancia's biggest but also, most controversial motor show appearance in recent years. Biggest because Lancia rolled out a total of six new vehicles and concept models, most controversial because four of those cars including the Thema flagship, the Flavia sedan and convertible concepts, and the Grand Voyager MPV are nothing more than rebadged Chryslers.

Lancia and Chrysler CEO Oliver Francois presented the Chrysler 300-based Thema under the sounds of an odd music mix. "Introducing this car of two continents in Geneva became a very personal affair, therefore I personally worked out a little piece of music, a blend of two musical cultures, Eminem's typical Detroit beat with a touch of Italian opera," said Francois just before the 2012 Thema saloon entered the stage.

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