Automobili Pininfarina Pura Vision SUV Sports Primitive Proportions

Automobili Pininfarina is celebrating its 94 years of beautiful and elegant vehicle design with a new luxurious SUV dubbed the Pura Vision concept, which will debut later this month at Monterey Car Week in California. So far only a concept vehicle, the automaker is promising the Pura Vision is indeed a glimpse at the next phase of the company’s design philosophy for upcoming models, which means our all-electric future won’t be boring.

The new Pura Vision concept is being referred to as an electric luxury utility vehicle, or e-LUV, whatever that means. We’ll just call as we see it: a luxury SUV. However, it’s unlike any luxury SUV we’ve seen yet, with funky long nose proportions, a low and narrow greenhouse, short overhangs, three-way pillarless doors, and “technical” lower detailing. Supposedly, the Pura Vision’s low hood and high fenders are directly inspired by the iconic 1947 Cisitalia sports car, which is the first vehicle to be included in New York’s Museum of Modern Art’s (MoMA) collection for its design. 

Paolo Dellachà, Chief Executive Officer for Automobili Pininfarina, said: “PURA Vision is the bridge from our present to an exciting new chapter in the history of Automobili Pininfarina. In our fifth year, we have already celebrated our unique heritage with the introduction of the Battista Edizione Nino Farina. PURA Vision previews an exciting future and shows what can be achieved if we apply our PURA design principles to an entirely new kind of vehicle.”

Up front, the headlights are hidden, only hinted at by ultra-slim nano-fiber (less than 1mm thick) lighting technology serving as lightweight daytime running lights. The roof is gloss black, the body is Bianco Siestre Gloss, the lower elements are exposed carbon fiber, and it all rides on 23-inch alloy wheels with a white stripe on the tires for extra flair. The gloss black roof houses a panoramic window with a fixed center section housing LED lighting.

The concept’s so-called “Lounge” doors are hinged from this center section and open in three directions to offer plenty of access to the 2+2 seating inside, inspired by previous 1950s Lancia Florida door design.

For detail, there’s an anodized aluminum belt line surrounding the greenhouse, with another aluminum element on either side of the roofline, which helps to incorporate rear-facing cameras that replace the traditional door mirrors. The rear is marked by ultra-slim horizontal LED taillights and defined by those exaggerated haunches.

Inside, the EV layout makes for a flat floor with plenty of configurability for designers. Nautical references abound, including the “floating” front seats and center console resembling the boom of a sail. The driver gets a head-up display, digital cockpit, and the dashboard is serviced by a touchscreen that can be stowed away when not in use. There’s also, of course, an integrated wine cooler between the seats. Exposed carbon fiber and aluminum accents help bridge the exterior and interior together.

The Pura Vision design philosophies will be on display at Monterey alongside a new production model also set to debut in person at the show: “The first of our new portfolio—spectacular to behold and a different proposition, yet clearly inspired by PURA Vision—will be presented alongside this wonderful design concept at Automobili Pininfarina’s private residence during Monterey Car Week (17-20 August), as well as at The Quail—A Motorsports Gathering (18 August 2023).”

It’s not yet clear what that new Pura Vision-inspired model will be, either another super sports car like the Battista or a new SUV model closer to the Pura Vision. We’ll see soon enough. 

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