Pininfarina shows ‘beauty of simplicity’ in PURA Vision electric LUV

Italian design house Pininfarina Automobili shows its latest design study, the PURA Vision, as a guideline for a so-called electric Luxury Utility Vehicle (LUV) of the future. It will be shown at the Monterey Car Week later in August, next to the Battista Edizione Nino Farina hyper GT. Still, any technical specifications or a commitment to actually build this e-LUV are missing.

The study, made entirely by Pininfarina’s in-house designers, underlines ‘the beauty of simplicity’, as Dave Amantea, Chief Design Officer, says in a company video. The PURA Vison’s low hood and high fenders were inspired by the iconic 1947 Cisitalia – the first vehicle to enter the Museum of Modern Art’s (MoMA) collection in New York, the company says.

Shaping the future

“PURA Vision embraces the DNA of iconic vehicles from Pininfarina’s past to shape the future with sharp lines and a modern aesthetic. It is distinctive from every angle and showcases our PURA design philosophy on a new kind of vehicle,” Amantea adds.

It’s quite a big car, with its 5 215 mm length, 2 147 mm width (including mirrors), and a height of 1 641 mm, featuring cab-rear proportions, short overhangs, and 23-inch alloy wheels. It has hidden headlights and ultra-slim daytime running lights. The exterior is intended to blend the road presence of an SUV with the purposeful character of a low-slung sports car, with a luxury interior promising likewise.

The world of luxury sailing yachts inspired the design, the company says. “The floating’ front seats are suspended like the foil of a sailing craft, while the center console resembles the boom of a sail.” The dashboard repeats the fluid lines of the exterior, mimicking a gentle wave.

The central display rises from the console when required but can be stowed to minimize distractions, while speakers in the headrests provide individual sound zones for each occupant. And an integrated wine cooler between the pair of rear seats ensures occupants enjoy contemporary luxury in every sense, Pininfarina promises.

Pillarless opening doors

The most striking feature is the pillarless opening to the cabin, with the front doors hinging upward while the back doors are rear-hinged. They are inspired by the Lancia Florida saloon, designed in the fifties by Pininfarina’s founder, Battista Farina, and one of his favorites.



The PURA Vision is a pure design concept with no clues so far on the powertrain or technology to be expected in future derived models. Pininfarina is actually building the Battista hypercar, “the most powerful car ever designed and built in Italy.” That one is faster than a Formula 1 race car, accelerating in less than two seconds from 0-100 km, with 1 900 hpf power and 2 340 Nm torque.

In the end, Pininfarina will build only 150 units of the Battista, equally split between Europe, the US, and the rest of the world.




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