Automobili Pininfarina New PURA Vision In Europe

Automobili Pininfarina Unveils PURA Vision at Concorso d’Eleganza Villa d’Este in Europe

The prestigious Italian luxury brand Automobili Pininfarina unveils its Automobili Pininfarina New PURA Vision In Europe. This event, taking place on the idyllic banks of Lake Como from May 24-26, 2024, marks the brand’s much-anticipated return since the Battista pure-electric hyper GT clinched the Design Award in 2021.

A New Era of Luxury: Introducing PURA Vision

PURA Vision, a revolutionary electric Luxury Utility Vehicle (e-LUV), represents a bold new direction for Automobili Pininfarina. It serves as an inspiration for the next generation of the brand’s models, including the groundbreaking B95, the world’s first pure-electric hyper Barchetta. This innovative concept has already received significant acclaim, most notably securing the coveted 2024 iF Design Award for its seamless blend of timeless design and cutting-edge technology.

An Exclusive European Premiere

Nestled against the luxurious backdrop of Lake Como and the Villa d’Este hotel, Concorso d’Eleganza Villa d’Este is a highlight of the European automotive calendar. The event attracts discerning clients and collectors worldwide, providing an exclusive opportunity to experience the PURA Vision concept firsthand. This gathering celebrates the most exquisite, valuable, and influential historic vehicles alongside the world’s most exciting and daring concept cars.

Design Excellence and Heritage

The PURA Vision concept showcases a unique sculptural statement with its low hood and high fenders, inspired by the iconic 1947 Cisitalia—the first vehicle to enter the Museum of Modern Art’s (MoMA) collection in New York. Its striking exterior features bold cab-rear proportions, creating an unmistakable presence, while its glasshouse and tri-opening pillarless lounge doors provide unrestricted access to the spacious 2+2 cabin. This design draws inspiration from the iconic pillarless Lancia Florida, styled by Battista Farina in the 1950s, which influenced the recently unveiled one-off Battista Cinquantacinque.

A Fusion of Luxury and Technology

The sophisticated cabin of PURA Vision seamlessly combines handcrafted luxury with advanced technology. A central display rises from the console when needed, and speakers in the headrests provide individual sound zones for each occupant. Enhancing the bespoke travelling experience is an integrated wine cooler between the two rear seats, ensuring that occupants enjoy contemporary luxury in every sense.

Commitment to Sustainability

Automobili Pininfarina’s commitment to sustainability is evident in the PURA Vision concept. The vehicle’s design philosophy emphasizes clean energy and sustainable materials, aligning with the brand’s broader mission to create a cleaner, safer, and more inclusive world.


The European debut of the PURA Vision design concept at the Concorso d’Eleganza Villa d’Este is a significant milestone for Automobili Pininfarina. This event not only highlights the brand’s commitment to innovation and design excellence but also underscores its dedication to sustainability and luxury. As the automotive world eagerly anticipates this unveiling, the PURA Vision promises to set new standards for the future of luxury electric vehicles.