The shores of Lake Como in Italy are set to be graced by a stunning electric concept car as Automobili Pininfarina unveils the PURA Vision at the prestigious Concorso d’Eleganza Villa d’Este. This marks the Italian luxury brand’s highly anticipated return to the event, following their 2021 triumph where the Battista pure-electric hyper GT secured the coveted Design Award – a historic first for an electric vehicle.
Held annually against the breathtaking backdrop of Lake Como and the luxurious Villa d’Este hotel, the Concorso d’Eleganza Villa d’Este is a magnet for discerning car enthusiasts. It showcases the most exquisite and valuable historic vehicles alongside the world’s most daring and innovative concept cars. This year, it provides a unique opportunity for European audiences to get a glimpse of the PURA Vision for the first time.
This bold and dramatic electric Luxury Utility Vehicle (e-LUV) concept isn’t just a showstopper; it serves as a blueprint for the next generation of Automobili Pininfarina models. Its influence can already be seen in the groundbreaking B95, the world’s first all-electric hyper Barchetta.
“We’re incredibly proud and excited to be bringing PURA Vision back to Italy,” said Dave Amantea, Chief Design Officer at Automobili Pininfarina. “This design concept embodies the bold future direction of our brand, and the Concorso d’Eleganza Villa d’Este provides the perfect platform to showcase it to a highly knowledgeable audience.”
Since its debut at Monterey Car Week last year, the PURA Vision has garnered widespread acclaim, most notably receiving the prestigious 2024 iF Design Award. This recognition celebrates the car’s innovative blend of timeless design principles with cutting-edge technology for the electric luxury segment.
The PURA Vision’s elegant silhouette, dramatic proportions, and clean surfaces perfectly embody Automobili Pininfarina’s “PURA” design philosophy. This philosophy seamlessly bridges the DNA of classic Pininfarina SpA models with a future-focused aesthetic.
The design is a unique sculptural statement, featuring a low hood and high fenders that evoke the iconic 1947 Cisitalia – the first car ever to be included in the Museum of Modern Art’s (MoMA) collection in New York. The show-stopping exterior boasts bold cab-rearward proportions that create an unmistakable road presence.
Unobstructed access to the spacious 2+2 cabin is provided by a glasshouse and tri-opening pillarless lounge doors. These elements draw inspiration from the iconic pillarless design of the Lancia Florida, styled by Battista Farina in the 1950s and which in turn influenced the recently unveiled one-off Battista Cinquantacinque.
As expected from Automobili Pininfarina, the PURA Vision’s exterior is meticulously detailed. This is exemplified by the precisely engineered anodised aluminium beltline that elegantly encircles the glasshouse, starting from the windscreen and tracing an unbroken arc around the car.
The sophisticated cabin seamlessly blends handcrafted luxury with cutting-edge technology. Soft semi-aniline leather is complemented by a signature textile fabric throughout, creating an unparalleled sense of opulence. A central display discreetly rises from the console when needed, while speakers integrated into the headrests offer individual sound zones for each passenger. Completing the bespoke travel experience is an integrated wine cooler nestled between the rear seats, ensuring occupants can indulge in contemporary luxury in every sense.
The PURA Vision’s European debut at the Concorso d’Eleganza Villa d’Este promises to be a highlight of the event, offering a glimpse into the exciting future of electric mobility envisioned by Automobili Pininfarina.
