Design concept

PURA VISION

Welcome to the inspirational PURA Vision design concept, designed and developed in Italy by Automobili Pininfarina.

The new Automobili Pininfarina PURA Vision design concept previews a new era of pure-electric luxury. Its elegant silhouette, dramatic proportions and clean surfaces showcase the company’s PURA  design philosophy, envisioned as a dramatic electric Luxury Utility Vehicle (e-LUV).

Sharp lines and modern aesthetic mark the beginning of  an exciting new chapter for Automobili Pininfarina, embracing the DNA of 94 years of design heritage to shape the future.

PURA Vision celebrated its world premiere during Monterey Car Week 2024.

PURA VISION - THE FUTURE UNLOCKED

A daring, dynamic design study – our vision for a pioneering era of electric luxury. Pura Vision redefines the relationship between form, performance and emotion, and sets out the design language that shapes the future of Automobili Pininfarina.

designed around you

PURA Vision opens with a dramatic gesture: tri-opening, pillarless doors reveal a light, airy cabin inspired by luxury sailing yachts. The front seats appear to float like a yacht’s foil, the centre console recalls the boom of a sail, and the dashboard flows seamlessly into the exterior. A ring of LED light connects front and rear, while semi-aniline leather, signature textiles, exposed carbon fibre and anodised aluminium create a handcrafted, contemporary sense of luxury.

Technology appears only when it is needed. The central display rises from the console and retracts when not in use, complemented by digital instruments, a head-up display and individual sound zones integrated into the headrests. More than a design concept, PURA Vision is the blueprint for a new generation of Automobili Pininfarina luxury vehicles.

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INTERIOR

  • BECOME ONE WITH DESIGN CRAFTED IN THE HEART OF ITALY.

    The world of luxury sailing yachts inspires the sophisticated design of the upper body and the influence is also apparent inside.

    PURA Vision's 'floating' front seats are suspended like a yacht's foil,

    while the centre console

    resembles the boom of a sail. From behind the wheel, you'll notice that the expansive dashboard appears to merge with the exterior, extending the distinctive lines of the hood into the cabin.

  • CONNECTED TO YOU AND YOUR LIFESTYLE.

    The next generation of Automobili Pininfarina vehicles to deliver

    connected convenience at every turn and PURA Vision reflects this ambition. A technology-rich cabin is designed to serve all the information you need, when you need it, using an intuitive central touchscreen, advanced digital instrumentation and a nead-up

    display, all of which can be personalised.

  • THE BRIDGE FROM THE PRESENT TO AN EXCITING NEW CHAPTER.

    PURA Vision previews an exciting future - a future for you. It shows what can be achieved when you

    take the richest ingredients and apply them to an entirely new kind of vehicle. More than simply a concept, PURA Vision defines an unmistakable recipe for a collection of beautiful new luxury cars.

  • COCOON YOURSELF IN TAILORED COMFORT.

    You access via tri-opening pillarless doors - a moment of unmatched drama.

    Inside, PURA Vision's light and luxurious interior features a fixed

    'biscotto' centre section. This illuminated by a ring of gentle LED lighting that links front and rear while supporting curved single-piece side windows. Highly tactile cabin materials are used

    throughout, contributing to a unique sense of handcrafted contemporary luxury. Soft semi-aniline leather mixes with signature textile fabrics, while exposed carbon fibre and anodised

    aluminium echo the exterior finishes. For you, it's a dream environment made real.

  • EXQUISITE DETAILING PROVIDE YOU WITH AN UNPARALLELED TACTILE AND VISUAL EXPERIENCE.

    PURA Vision showcases a suite of advanced technologies. 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 you and each occupant.

  • SPACE: WITHOUT COMPROMISE.

    Description goes herePURA Vision offers a driving position that's conspicuously sporty, yet a cabin that is light and airy.