Unfortunately, like sports and music fans, some brands attracts the most passionate of fanbases around, some enough to earn themselves a nickname. One tried to make an idiot move that wasn't just enough to attract not just the ire of their fanbase, it was enough to attract the attention of the PotUSUnfortunately the 'Corporate Business' world cares nothing for history.
Lancia produced and pioneered innovative and outstanding cars as mentioned above, I owned a B20 Aurelia years ago and I would happily own one again.
If FIAT are going to dump Lancia then I'd be surprised if another business would take the name on, as they are sadly just another econobox builder today and the market is flooded with them.
If only Lancia fans were as passionate as the Ferrari Tifosis and the HOGs