Lancia's return to the British market starts here, with the new Delta. Hilton Holloway takes a close look at the very different new hatch. Although brands and brand image have gained a huge importance, the automotive industry has a mystifying faith in attempting to revive 'once-great' marques. History has proved most of these attempts have ended in failure and significant amounts of red ink. The most audacious of the lot was probably Rover Group's decision in the late 1980s to concentrate on branding, leaving the tricky aspect of vehicle engineering to Honda. It was a smart idea that eventually collapsed, because the 'Above all it's a Rover' claims just didn't wash.
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