Amit Saraswat 
The Automobili Pininfarina PURA Vision design concept is gearing up for its European debut at the prestigious Concorso d’Eleganza Villa d’Este, held on the banks of Italy’s majestic Lake Como, from May 24th to 26th, 2024. This highly anticipated return for the Italian luxury brand comes after their Battista pure-electric hyper GT secured the coveted Design Award at the 2021 event, marking a historic moment as the first electric vehicle to receive such an honour.
The Concorso d’Eleganza Villa d’Este is a cornerstone of the European automotive calendar, renowned for its breathtaking setting and the convergence of exquisite historic vehicles alongside the world’s most daring and visionary concept cars. This year, discerning collectors and enthusiasts from across the globe will have the exclusive opportunity to witness the PURA Vision in person for the first time in Europe.
This bold electric Luxury Utility Vehicle (e-LUV) concept embodies the future direction for Automobili Pininfarina. Its influence is already evident in the groundbreaking B95, the world’s first pure-electric hyper Barchetta. “We’re thrilled to bring PURA Vision home to Italy,” said Dave Amantea, Chief Design Officer at Automobili Pininfarina. “This concept represents our audacious vision for the future, and the Concorso d’Eleganza Villa d’Este provides the perfect platform to unveil it to a discerning audience.”
Since its debut at Monterey Car Week last year, PURA Vision has garnered international acclaim, most recently receiving the prestigious 2024 iF Design Award for its exceptional blend of timeless design and cutting-edge electric luxury.
The PURA Vision’s elegant silhouette, dramatic proportions, and clean surfaces perfectly embody Automobili Pininfarina’s PURA design philosophy. It seamlessly bridges the gap between the DNA of classic Pininfarina SpA models and the future of automotive design.
Drawing inspiration from the iconic 1947 Cisitalia, the first car ever included in the Museum of Modern Art’s collection in New York, the PURA Vision boasts a unique sculptural presence with a low hood and high fenders. The show-stopping exterior features bold cab-rear proportions for an unmistakable stance. The expansive 2+2 cabin offers unrestricted access through a tri-opening pillarless lounge door design, reminiscent of the legendary Lancia Florida penned by Battista Farina in the 1950s, which in turn inspired the recent one-off Battista Cinquantacinque.
As expected from Automobili Pininfarina, the PURA Vision’s exterior is adorned with meticulous details. A precisely crafted anodized aluminium beltline encircles the glasshouse, starting from the windscreen and tracing an elegant arc around the entire vehicle.
The sophisticated interior seamlessly blends handcrafted luxury with cutting-edge technology. Soft semi-aniline leather is meticulously paired with a signature textile fabric throughout, creating an unparalleled sense of opulence. A central display rises from the console when needed, while speakers integrated into the headrests offer personalised sound zones for each passenger. Completing the bespoke travel experience is an integrated wine cooler between the rear seats, ensuring occupants indulge in contemporary luxury in every sense.
