Goodyear makes a custom tyre for the Lancia concept vehicle.

Lancia Concept is the first vehicle of the new Lancia era, a 100% electric concept automobile that embodies the brand's ambition in terms of design, interior home feel, sustainability, electrification, and technology.

Customization, aerodynamics, and design are the foundation of Goodyear's most recent collaboration with the reborn Lancia brand. The tyre maker was chosen as the manufacturer of choice to create a custom tire for Lancia's new concept vehicle, the Lancia Pu+Ra HPE.

Lancia Concept is the first vehicle of the new Lancia era, a 100% electric concept automobile that embodies the brand's ambition in terms of design, interior home feel, sustainability, electrification, and technology.

Goodyear created a one-of-a-kind concept tire for the car, complete with a tailored tire sidewall design that allows for seamless integration of the vehicle's rim with the tire, adding to the opulent and premium appearance of the concept vehicle.

The tire sidewall has a very high aerodynamic performance level, which improves energy economy. It is also built to handle the quick torque of an electric car.

"This year marks Goodyear's 125th anniversary, so this is an exciting time to partner with Lancia on the re-birth of their iconic brand, bringing two automotive pioneers back together in a moment of glory," said Laurent Colantonio, Goodyear Senior Director of Technology Consumer EMEA.

"We are ecstatic to have worked on this concept tire, which forced us to think outside the box in terms of customization, aerodynamics, and design."

It is essential that we combine our technological experience with Lancia's in order to create a seamless tire and rim combination that improves energy economy while being aesthetically beautiful."