Automobili Pininfarina Imagines Electric Luxury With The PURA Vision Design Concept

Jun 09, 2023

PURA Vision offers a glimpse into the next generation of beautiful vehicles coming from Automobili Pininfarina.

Automobili Pininfarina showed what it brings to the automotive world with the awesomely beautiful Battista electric hypercar. But that was just the beginning for the luxury car brand, as it plans to launch a new generation of luxury EVs.

To set the tone and provide a glimpse of what it believes is a real electric luxury, Pininfarina has unveiled the PURA Vision concept car.

PURA Vision is essentially a luxurious SUV or crossover, although Pininfarina is calling it an electric Luxury Utility Vehicle (e-LUV). Its bold cab-rear proportions, short overhangs, and large curved single-piece side windows help convey a powerful stance and presence. Its upper body took inspiration from luxury sailing yachts, which also inspired the ‘floating’ front seats and center console of PURA Vision.

In addition, the design concept features exposed carbon fiber lower elements, a narrow glasshouse, a gloss black floating roof, and tri-opening pillarless doors. Surrounding the glasshouse is an anodized aluminum beltline that seemingly traces an elegant unbroken arc around the vehicle. Pininfarina replaced the door mirrors with rear-facing cameras.

Up front, PURA Vision dons hidden headlights and a daytime running light signature made possible with ultra-slim L.E.S.S. nanofibre lighting technology. Pininfarina housed the headlights within a full-width technical design element that also defines the lower body sections. On the rear, the concept wears ultra-slim horizontal LED lights and an exposed carbon fiber bumper.

RELATED: History Of Pininfarina: The Italian Automotive Design Maestro

Just like in other luxury cars, the interior of PURA Vision is actually where crafted contemporary luxury resides. While it’s a utility vehicle, PURA Vision offers a driving position similar to that of a low-slung sports car. Its interior is light, airy, and welcoming. Thanks to its electric powertrain, PURA Vision offers a flat floor and a roomy interior, with the panoramic glass roof heightening the sensation of spaciousness.

Luxury is also evident on the four individual seats in crisp white finish, and the charcoal leather-covered dashboard and door tops. The cabin features soft semi-aniline leather and signature textile fabric all throughout, while exposed carbon fiber and anodized aluminum echo continue the exterior theme.

Its new signature textile, combining 30% Nativa wool and 70% recycled polyester, wraps the center console, upper seat backs, and headlining.

Technology-wise, the PURA Vision reflects the brand’s ambition to deliver connected convenience at every turn. This is why the cabin comes with an intuitive central touchscreen, advanced digital instrumentation, and a head-up display – all of which are customizable by the driver. The interior also features a central display that rises from the console when needed, headrest speakers for individual sound zones, and an integrated wine cooler between the rear seats.

Source: Automobili Pininfarina

Julybien Atadero writes from the island of Cebu covering various automotive topics including new sports cars, classic muscles, pickup trucks and SUVs. While I like peace and quiet, I love playing with my kid. When I have nothing else to do, I watch documentaries and animations.