In 1932 Freddie March, 9th Duke of Richmond and Gordon, designed the world's first production car featuring what is now known as Art Deco 'aero' styling. Two years later, he incorporated this trademark aerodynamic spirit into the Lancia, adorning its curvaceous boot lid with a cutting vertical tail fin, and extending its sweeping rear fenders well beyond the vehicle's coachwork into the slipstream. Even at a stand-still, the March Lancia exudes speed.
The March-bodied Lancia features three possible weather equipment and seating configurations. For journeys with the family, the Lancia can be configured as an open two-door, four-seater tourer. When the driver desires a more spirited trip, a tonneau can be put in place over the rear seats, converting into an open two-seat roadster. When the rainy weather threatens the Lancia's top could be raised covering only the front two seats.
This dashing tourer was offered for the sum of £450 ($2,267) when a new Jaguar SS One could be had for £395. The average American household earned $1,600 per year in 1934.
This March-bodied Lancia was already rare in its day and this example is one of only a handful known to have survived.