RELEASE: Future Unlocked: Introducing Automobili Pininfarina PURA Vision (3)

CAMBIANO, Italy, Aug.

RELEASE: Future Unlocked: Introducing Automobili Pininfarina PURA Vision (3)

CAMBIANO, Italy, Aug. 2, 2023 /PRNewswire/ -- Automobili Pininfarina ushers in a pioneering new era of electric luxury with the PURA Vision design concept. The sleek silhouette and dramatic proportions of the design study express Automobili Pininfarina's PURA design philosophy, effortlessly transforming the DNA of Pininfarina SpA's iconic models of the past to define the future, visualized here as a beautiful luxury electric vehicle ( e-LUV).

The new design concept will inspire the next generation of Automobili Pininfarina pure electric luxury vehicles and will make its public debut at Monterey Car Week in August, where it will appear alongside the recently revealed Battista Edizione Nino Farina hyper GT and another new production vehicle. of an equally exquisite, but different, proposal that defines in itself a new genre of driving pleasure.

PURA Vision represents a striking interpretation of an electric luxury utility vehicle, with bold rear-cabin proportions that combine timeless beauty with exquisite detailing to create a dynamic identity with an unmistakable presence. Impressive features include its narrow cabin and triple-opening pillarless doors, which provide supreme access to its sophisticated cabin.

Paolo Dellachà, CEO of Automobili Pininfarina, commented: "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 Battista Edizione Nino Farina PURA Vision anticipates an exciting future and shows what can be achieved if we apply our PURA design principles to a completely new type of vehicle."

"Far more important than simply a concept anticipating an upcoming vehicle, PURA Vision presents a sharp, modern design philosophy inspired by Pininfarina's rich heritage and defining an unmistakable recipe for a collection of beautiful new luxury cars."

"The first of our new portfolio, spectacular to behold and a different proposition, but clearly inspired by PURA Vision, will be unveiled alongside this wonderful design concept at the private residence of Automobili Pininfarina during Monterey Car Week (17- August 20), as well as The Quail - A Motorsports Gathering (August 18, 2023)".


Timeless design has been a hallmark of Pininfarina designs for 94 years and PURA Vision offers distinctive beauty through a combination of classic proportions and exquisite detail. It makes a unique sculptural statement with its low hood and high fenders inspired by the iconic 1947 Cisitalia, the first vehicle to enter the collection of the Museum of Modern Art (MoMA) in New York.

Dave Amantea, Design Director of Automobili Pininfarina, said: "PURA Vision embraces the DNA of iconic Pininfarina vehicles of the past to shape the future with clean lines and a modern aesthetic. It is distinctive from every angle and showcases our philosophy of PURA design in a new type of vehicle.A dramatic presence, attractive interior and selected materials make this a car like no other, yet customers will recognize it as a Pininfarina with its beautiful bodywork, timeless proportions and technical details in the lower part of the body.


PURA Vision features a distinctive face, defined by hidden headlights and L.E.S.S nanofiber lighting technology. ultra-slim creating an eye-catching daytime running light signature. With fibers measuring less than 1mm thick, the advanced lighting technology can be adapted to almost any design, while its lightweight construction and superior energy efficiency make it a perfect fit for a visionary electric LUV. The headlights are housed within a full-width, multifunctional technical design element that defines the lower sections of the bodywork and aids in cooling and aerodynamic performance.

The choice of exterior materials and color finishes accentuate the athletic presence of PURA Vision, with the sophisticated surfaces of the Bianco Sestriere Gloss bodywork contrasting with the exposed carbon fiber lower elements, narrow cabin and gloss black floating roof above. In profile, PURA Vision's dramatic rear-cab proportions and short overhangs offer a powerful stance, while 23-inch alloy wheels add to its purposeful presence. Its wheels feature a white stripe, unifying the exterior and adding definition to the matte black wheels.

An innovative panoramic roof adds to the feeling of sophisticated luxury. Its fixed 'biscotto' center section is illuminated by a ring of soft LED lights and links the wide windscreen at the front with the tailgate at the rear. The central 'biscotto' supports the large one-piece curved side windows, which form part of the Lounge Door openings on each side, while also ensuring PURA Vision is instantly recognizable from above. They hinge dramatically upwards and, in combination with the pillarless opening and rear-hinged rear doors, provide unrestricted access to spacious 2 2 seats. The Lounge Doors were inspired by the pillarless design of the Lancia Florida saloon, which was composed by Battista Farina in the fifties and was a favorite of the founder of Pininfarina.

The exterior jewelery displays the attention to detail for which Automobili Pininfarina is known. These elements include a precision-engineered anodized aluminum beltline around the glass, which begins at the windshield and traces a graceful uninterrupted arc around PURA Vision. The roof line is defined by an aluminum element on each side. It incorporates the rear-facing cameras that replace conventional door mirrors, at the front, and carries the PURA Vision signature at the rear.

The rear features ultra-slim horizontal LED lights and the cabin tapers into a plan view, accentuating the sharply defined rump of the PURA Vision, where the bodywork rises sharply from the wheel arches – this vertical muscle has more in common. with a sports car and contributes to the uniqueness of PURA Vision. Combined with the innovative biscotto roof, it creates a distinctive appearance when viewed from above, just like the Battista hyper GT.

Lower down, the technical look of the exposed carbon fiber bumper is echoed at the front end and contrasts with the clean surfaces and sculptural forms of the upper body.


On the outside, PURA Vision combines the road presence of an SUV with the purposeful character of a low-slung sports car, and its luxurious interior follows the same spirit. The cockpit has more in common with a two-seater, but the overall impression is of a light, airy and welcoming cabin. Its electric powertrain allows for generous cabin dimensions with a flat floor that creates a spacious interior, a feeling enhanced by the panoramic glass roof.

The world of luxury sailing yachts inspired the sophisticated upper body design on the exterior and this influence is evident on the interior as well. PURA Vision's 'floating' front seats are suspended like a sailboat's foil, while the center console resembles the boom of a sail. From behind the wheel, the wide dash appears to blend into the exterior, extending the distinctive lines of the hood into the cabin.

Francesco Cundari, Interior Design Director, Automobili Pininfarina, said: "PURA Vision presents a future generation of elegant Automobili Pininfarina interiors where customers are enveloped in personalized comfort, with elevated visibility and exquisite material selection. It combines personality of a sports car with the space and comfort of a luxury vehicle".

The next generation of Automobili Pininfarina vehicles promises to provide connected convenience at all times and PURA Vision reflects this ambition. Its technology-rich cabin has been designed to give occupants the information they need, when they need it, using an intuitive center touchscreen, advanced digital instrumentation and a head-up display, which can be customized by the driver.

The attention to detail evident in the visual design is also displayed through the application of advanced technologies. The center screen rises from the console when needed, but can be stowed away to minimize distractions, while headrest speakers provide individual sound zones for each occupant, for a truly personalized travel experience. The large glass area ensures that all passengers feel connected to their surroundings, enhancing every journey, and an integrated wine cooler between the pair of rear seats ensures that occupants enjoy contemporary luxury in every way.


The application of sophisticated, authentic and highly tactile materials is a hallmark of PURA Vision, contributing to a unique sense of handcrafted contemporary luxury in the interior. Each of the four individual seats is finished in crisp white, while charcoal leather on the dash and door tops offer a continuous 360-degree decorative band around the interior.

Smooth semi-aniline leather blends with signature textile fabric throughout, while exposed carbon fiber and anodized aluminum echo the finishes applied to the exterior. As part of its production, Automobili Pininfarina used scrap aluminum from the PURA Vision wheels to fabricate bespoke skid plates that adorn the door frames, adding to the wow effect when the triple-hinged Lounge Doors are opened.

Sara Campagnolo, Automobili Pininfarina Director of Materials and Color Design, said: "Materials are more than just a cover: they represent the very fabric of our vehicles. In keeping with our PURA design philosophy, PURA Vision uses as little as possible of materials and of the highest quality, in the most efficient way possible, to create a highly personalized, timeless and sustainable finish".

The new signature fabric for the center console, upper part of the seatbacks and headlining combines 30% Nativa wool and 70% recycled polyester. Its melange herringbone pattern provides a tactile finish and features electro-welded Pininfarina logos on the seat headrests. Despite PURA Vision's status as a design concept, the innovative textile already meets Automobili Pininfarina's durability standards for production vehicles.


The PURA Vision design concept has been developed using decades of experience and in-house insights from Automobili Pininfarina's in-house family of engineering and manufacturing experts in Italy, to define a new era of connected electric luxury. The vehicles they will inspire will be conceived, designed and developed in Italy and will feature advanced technologies pioneered at Automobili Pininfarina's Digital Innovation Hub in Germany.

Automobili Pininfarina now employs 116 people at its sites in Cambiano, Italy and Munich, Germany, in a team comprising more than 20 different nationalities, drawing on global expertise and experience to shape a new era in electric mobility.


Length: 5,215 mm

Width: 2,147 mm (including mirrors)

Height: 1641mm

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Automobili Pininfarina is headquartered in Munich, Germany and employs a team of experienced automotive executives from high-end and luxury car brands. Designed, built and hand-produced in Italy, the Battista hyper GT and all future models will be sold in major world markets under the Pininfarina brand. The new company aspires to be the most desired and sustainable luxury car brand in the world. The company is an investment of Mahindra


The Battista is the most powerful car ever designed and built in Italy, offering a level of performance unattainable today in any road-legalized sports car with an internal combustion engine. Faster than a current Formula 1 car in its 0-100km/h sprint in under two seconds, and with 1,900PS and 2,340Nm of torque, the Battista will combine extreme engineering and technology in a zero-emissions package. The Battista's 120 kWh battery powers four electric motors, one at each wheel, with a combined WLTP range of up to 476 km (US EPA combined: 300 miles) on a single charge. No more than 150 examples of the Battista will be individually handcrafted at Atelier Pininfarina SpA in Cambiano, Italy.

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