Karmactive Team
The concept car Pura Vision by design centric Automobili Pininfarina, owned by India’s Mahindra, made its European debut at the prestigious Concorso d’Eleganza Villa d’Este (May 24-26, 2024). It opens the next chapter in the design program of the Indian owned Italian brand. After its notable launch at the Monterey Car Week in 2023, this concept car was also awarded an iF Design Award in 2024.
Located on the shores of the scenic Lake Como, during the Concorso d’Eleganza Villa d’Este, Automobili Pininfarina presented its bold concept of a luxury electric utility vehicle (e-LUV), the Pura Vision. Visitors had an opportunity to experience the PURA Vision concept for the first time in Europe.
Dave Amantea, Design Director of Automobili Pininfarina, stated, “We’re very proud and excited to be bringing PURA Vision home to Italy. This design concept represents the bold future direction of Automobili Pininfarina, and for it to make its European debut at Concorso d’Eleganza Villa d’Este is a wonderful opportunity for us to share our bold future design direction in front of a highly knowledgeable audience.”
The Pura Vision stands out with its elegant curves, spectacular proportions, and clean surfaces. Inspired by the iconic 1947 Cisitalia, the first vehicle to enter the collection of the Museum of Modern Art (MoMA) in New York, give the vehicle an unmissable presence. Its triple-opening doors and pillarless openings make way for smooth access to the spacious 2+2 cabin, drawing inspiration from the iconic design of the Lancia Florida.
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The interiors seamlessly blends craftsmanship luxury with advanced technologies. Soft semi-aniline leather plays a symbiotic role with exclusive textile fabric, creating a sensual and luxurious touch and feel. A central display rises from the console, and speakers in the headrests provide individual sound zones for each user. An integrated wine cooler is located between the two rear seats, which completes the ride, rather like a personal lounge on wheels.
Automobili Pininfarina’s participation in the Concorso d’Eleganza Villa d’Este confirms the brand’s commitment to pushing the boundaries of design and innovation in the luxury automotive industry. With the PURA Vision, they are paving the way for the future of electric vehicles that combine timeless aesthetics with cutting-edge technology.
