Automobili Pininfarina PURA Vision concept e-LUV

Pininfarina is famous in the automotive world for the many iconic designs of concept and production vehicles over its 94-year history.

In 2023, Automobili Pininfarina (owned by Mahindra & Mahindra since 2018) continues its role as a design house with a new generation of products. These are for the luxury segment in the electric era and incorporate the DNA of models from Pininfarina’s past to define the future.

New kind of vehicle
The latest is an electric Luxury Utility Vehicle (e-LUV) called the PURA Vision. This design concept uses the PURA design principles of the company for an entirely new kind of vehicle.

These include bold cab-rear proportions, a narrow glasshouse and tri-opening pillarless doors with a mixture of classic proportions and exquisite detailing.

Nanofibre lighting technology
The distinctive face of the PURA Vision is defined by hidden headlights and ultra-slim L.E.S.S. nanofibre lighting technology that creates a statement daytime running light signature.

With fibres measuring less than 1mm thick, the advanced lighting technology can be tailored to suit almost any design, while its lightweight construction and superior energy efficiency is perfectly suited to a visionary electric LUV.

The headlights are housed within a full-width multi-functional technical design element that defines the lower sections of body, and aids cooling and aerodynamic performance.

The choice of exterior materials and colour finishes accentuates PURA Vision’s athletic presence, with the sophisticated surfaces of the Bianco Sestriere Gloss body contrasting with the exposed carbon fibre lower elements, the narrow glasshouse and gloss black floating roof above.

Innovative sunroof
An innovative panoramic roof adds to the sense of sophisticated luxury. Its fixed ‘biscotto’ centre section is illuminated by a ring of gentle LED lighting and links the expansive windscreen at the front with the tailgate at the rear.

The central ‘biscotto’ supports the large curved single-piece side windows, which form part of the Lounge Door openings on each side, while also ensuring PURA Vision is instantly recognisable from above. They hinge dramatically upwards and, in combination with the pillarless opening and rear-hinged back doors, provide unrestricted access to spacious 2+2 seating.

Exterior elements include a precisely engineered anodised aluminium beltline around the glasshouse, which begins at the windscreen and traces an elegant unbroken arc around the bodywork.

The roofline is defined by an aluminium element on each side. It incorporates the rear-facing cameras that replace conventional door mirrors, at the front, and bears the PURA Vision signature at the rear.

The rear features ultra-slim horizontal LED lights and the glasshouse tapers in plan view, accentuating crisply defined haunches, where the body rises sharply from the wheelarches.

Inspired by luxury sailing yachts
The world of luxury sailing yachts inspired the design of the sophisticated upper body on the 5215 mm long exterior and this influence is also evident inside.

The driving position has more in common with a 2-seater, yet the overall impression is of a light, airy and welcoming cabin. The ‘floating’ front seats are suspended like the foil of a sailing craft, while the centre console resembles the boom of a sail.

From behind the wheel, the expansive dashboard appears to merge with the exterior, extending the distinctive lines of the bonnet into the cabin.

The central display rises from the console when required but can be stowed to minimise distractions, while speakers in the headrests provide individual sound zones for each occupant.

The large glass area ensures all passengers feel connected to their surroundings, enhancing every trip, and an integrated wine cooler between the pair of rear seats ensures occupants enjoy contemporary luxury in every sense.

As with many design studies, the technical details of the PURA Vision are not mentioned. But it can be expected that it would have a powerful electric powertrain with the advanced technologies and all-wheel drive.

Bridge to a new future
“PURA Vision is the bridge from our present to an exciting new chapter in the history of Automobili Pininfarina. Much more important than simply a concept previewing one forthcoming vehicle, PURA Vision presents a sharp, modern design philosophy inspired by the rich heritage of Pininfarina and defining an unmistakable recipe for a collection of beautiful new luxury cars,” said Paolo Dellacha, CEO of Automobili Pininfarina.

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