Why is the Lancia assosiated with a tiger?
 

A quiz question that came up in a board game we have goes like this:

Which Italian car brand do a lot of people assosiate with the image of a tiger?

The answer was Lancia and it bothers me that I didn't know it.

I searched google for the answer but couldn't find any link. The only thing I found is that there is a car called "Sunbeam Tiger" and it's not a Lancia.

Does anybody know more about this?

Yeah, infact, when I watched the promo video for Zagato-Lancia Ypsilon Sport, there was also a reference to tiger in it, but never figured out why.