Inside Automobil Pininfarina’s PURA Vision Electric Luxury Design Concept

Inside Automobil Pininfarina's PURA Vision Electric Luxury Design Concept

The renowned Italian design company Automobil Pininfarina has unveiled its latest creation called PURA Vision. It is an extraordinary-looking electric luxury utility vehicle concept encompassing Pure Form, a Pure Driving Experience and Pure Energy.

If you are a car enthusiast, or as some would say petrolhead, you will undoubtedly recognise the name Pininfarina and its connection to Italian car marques, especially Ferrari. However, the company’s work doesn’t only extend to commercial partnerships; the design company design is also a ‘dab-hand’ at making cars, with the Battista being its flagship creation thus far.

PURA Vision will be making its debut at the Monterey Car Week, and given its astonishing looks, it will undoubtedly draw a massive crowd. Automobil Pininfarina always looks to create the incredible. The PURA Vision concept is a brilliant example with its elegant silhouette and dramatic proportions.

The car being driven on the road at sunset

The new vehicle is a departure for the Italian design company as the PURA Vision is not a hypercar or even a sportscar; it is probably best described as ‘sensible beauty’, which can be seen in the rather pleasant acronym attributed to it: e-LUV.

The PURA Vision concept has bold proportions, which helps to provide high comfort levels for the occupants. In addition, it also features a narrow glasshouse and ‘spaceship-like’ tri-opening pillarless doors, which makes it a ‘doddle’ to enter and exit the vehicle.

Paolo Dellachà, Chief Executive Officer for Automobili Pininfarina, says, “PURA Vision is the bridge from our present to an exciting new chapter in the history of Automobili Pininfarina.”

Adding, “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.”

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

The Design

A frontal view of the luxury concept car, which clearly shows its aerodynamic properties

PURA Vision has a distinctive face, defined by hidden headlights and ultra-slim L.E.S.S. nanofibre lighting technology, creating a statement daytime running light signature.

Fibres measuring less than 1mm thick allow advanced lighting technology to be tailored to suit almost any design. The car is lightweight and has superior energy efficiency, as you would expect from Pininfarina. Headlights are housed in a full-width multi-functional technical design element that defines the lower sections of the body, aiding cooling and aerodynamic performance.

The concept car parked outside a large country house

PURA Vision has a choice of exterior materials and colour finishes highlighting its athletic presence. The sophisticated surfaces of the Bianco Sestriere Gloss body contrast the exposed carbon fibre lower elements, the narrow glasshouse and the gloss black floating roof.

An aerial view of the luxury concept car outside a property

The panoramic roof brings luxury and sophistication, allowing occupants total sky views and flooding the cabin with light. The fixed ‘biscotto’ centre section is lit by a ring of LED lighting linking the expansive windscreen with the tailgate. The doors hinge dramatically upwards and, combined with the pillarless opening and rear-hinged back doors, provide unrestricted access to spacious 2+2 seating.

The car with its door open displaying the state-of-the-art interior

PURA Vision blends the road presence of an SUV with the purposeful character of a low-slung sports car. The luxurious interior follows the same ethos. The driving position is more like being in an SUV; you get a light, airy, welcoming cabin. The electric powertrain means you get a generous cabin with a flat floor creating an expansive interior.

Automobil Pininfarina drew on luxury sailing yachts for inspiration, and the PURA Vision has a sophisticated upper-body design outside, transitioning through to the interior. You have floating front seats suspended like the foil of a sailing vessel, and the centre console resembles a boom mast.

Automobili Pininfarina’s Interior Design Director, Francesco Cundari, said, “PURA Vision showcases a future generation of elegant Automobili Pininfarina interiors where clients are wrapped in tailored comfort, with elevated visibility and exquisite material choices. It combines a sports car’s personality with a luxury vehicle’s space and comfort.”

The dashboard and the view from behind the wheel

Future Automobili Pininfarina vehicles will have Connected convenience, and PURA Vision reflects this ambition. The cabin is technology rich designed to serve occupants with the information they need when needed through a central touchscreen. The driver has advanced digital instrumentation and a head-up display, which can all be personalised.

Attention to detail is evident in the visual design showcased by applying advanced technologies. The central display rises from the console when required and then lowers to ensure there are minimal distractions.

The speakers in the headrests provide individual sound zones for each occupant for a bespoke experience. The large glass area ensures that all passengers feel connected to their surroundings, enhancing every trip.

A hallmark of PURA Vision is the application of sophisticated, authentic and highly tactile materials. The attention to detail contributes to a unique sense of crafted contemporary luxury.

Two photographs showing the cars seating

The four seats feature a crisp white finish, while charcoal leather on the dashboard and door tops provides a continuous 360-degree accent band around the interior. Soft semi-aniline leather mixes with a signature textile fabric throughout. You will find exposed carbon fibre and anodised aluminium echo the finishes applied to the exterior.

As part of its production, Automobili Pininfarina used waste aluminium from PURA Vision’s wheels to craft bespoke protective kickplates that adorn the door sills, adding to the wow effect when the tri-opening Lounge Doors open.

To learn more about Automobil Pininfarina and its PURA Vision concept, please visit

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A side profile view of the car being driven on the roadInside Automobil Pininfarina's PURA Vision Electric Luxury Design Concept 2

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