Automobili Pininfarina’s ‘PURA Vision’: A glimpse into electric luxury

Automobili Pininfarina PURA Vision
The panoramic roof exudes refined luxury with its illuminated 'biscotto' center, seamlessly connecting the front windscreen to the rear tailgate through a gentle LED glow. Images © Automobili Pininfarina

In a world where luxury automobiles continuously strive to achieve the perfect blend of style, elegance, and innovation, Automobili Pininfarina is no stranger to raising the bar. Their recent unveiling of the ‘PURA Vision’, a high-end electric luxury vehicle, or e-LUV, set to debut at the prestigious Monterey Car Week in August 2023, is a testament to their relentless pursuit of excellence.

Drawing inspiration from the 1947 Cisitalia 202 – an iconic piece of automotive history as the first vehicle to find its place in the Museum of Modern Art’s (MoMA) collection in New York – the PURA Vision’s design showcases a low hood and high fenders. The car’s crowning glory, however, is its panoramic glass roof. This feature not only adds aesthetic appeal but also crafts an experience where one can view the outside world and be viewed in return, creating an ambience of extended space.

The center of the panoramic roof is adorned with an LED ring light, seamlessly connecting the extensive front windscreen with the tailgate at the rear. It is complemented by uniquely designed doors that open upwards, reminiscent of wings readying for flight. Labeled the “Lounge Doors,” their design is a homage to the pillarless design of the Lancia Florida saloon from the 1950s, a creation of Battista Farina and a favorite of Pininfarina’s founder. The innovative hinge system, coupled with the rear-hinged back doors, offers unrestricted access to the vehicle’s spacious 2+2 seating.

Straying away from conventional design, PURA Vision incorporates rear-facing cameras in place of traditional door mirrors. An anodized aluminum beltline surrounds the glasshouse roof, with each side of the roofline further accentuated by aluminum elements.

Automobili Pininfarina PURA Vision Anodized Aluminum Beltline
The anodized aluminum beltline gracefully arcs around the PURA Vision, starting from the windscreen and encircling the glasshouse.

When examining the rear design of PURA Vision, the attention to detail is evident. Ultra-slim horizontal LED lights define the vehicle’s haunches. The rear design showcases a rise and smooth bend, reminiscent of high-performance sports cars, and coupled with its ‘biscotto’ roof, is evocative of the Battista hyper GT’s design. The exposed carbon fiber bumper, exhibiting a technical aesthetic, beautifully contrasts with the sculpted, pure surfaces of the upper body.

Automobili Pininfarina PURA Vision Rear View
The rear features ultra-slim horizontal LED lights

Drawing a parallel with luxury sailing yachts, PURA Vision showcases an exterior that seamlessly transitions into the interior. The ‘floating’ front seats, center console, and technology-driven cabin, including an intuitive central touchscreen, advanced digital instrumentation, and customizable head-up display, all draw inspiration from marine designs.

Automobili Pininfarina PURA Vision Digital Instrument Touchscreen
The tech-savvy cabin boasts a customizable interface with a central touchscreen, advanced digital instrumentation, and a head-up display, catering to the driver’s needs on demand.

Inside, the PURA Vision offers a truly immersive experience. The central display, emerging from the console when required, can be stowed away for an unobstructed view. Adding a unique touch, speakers are embedded within the headrests, providing each passenger with a distinct sound zone. Enhancing the travel experience further, an integrated wine cooler sits between the rear seats. The car’s interiors boast a crisp white finish for the individual seats, contrasted by charcoal leather on the dashboard and door tops, forming a continuous, luxurious accent band.

Automobili Pininfarina PURA Vision Wine Cooler
A built-in wine cooler nestled between the rear seats elevates the modern luxury experience for passengers.

The quality of the materials used within the PURA Vision speaks volumes about its craftsmanship. Soft semi-aniline leather is masterfully combined with a signature textile fabric, with exposed carbon fiber and anodized aluminum reflecting the external finishes.

The PURA Vision is not just a vehicle; it represents a new chapter for Automobili Pininfarina. After its anticipated public debut at Monterey Car Week, it is set to pave the way for the next generation of Automobili Pininfarina’s pure electric luxury vehicles. The event will also provide a platform for the company to showcase other marvels, including the recently unveiled Battista Edizione Nino Farina hyper GT and another yet-to-be-revealed exquisite production vehicle.

Automobili Pininfarina PURA Vision Doors
Curved side windows, integral to the Lounge Door design, hinge upwards, merging with pillarless and rear-hinged doors to offer easy access to the ample 2+2 seating.

In conclusion, the PURA Vision underscores Automobili Pininfarina’s commitment to fusing tradition with modernity, art with functionality, and luxury with sustainability. Prices and further details will be keenly awaited post its debut.

Automobili Pininfarina PURA Vision On the Road
On the outside, PURA Vision blends the road presence of an SUV with the purposeful character of a low-slung sports car.

Source: Automobili Pininfarina