Lancia Pu+Ra HPE: The Concept Car That Captures the Future of the Brand

Lancia, the Italian premium carmaker, has recently unveiled its concept car for the next decade: the Lancia Pu+Ra HPE. This 100% electric vehicle represents the brand’s vision in terms of design, comfort, sustainability, technology, and electrification. It also embodies the design language of the brand's future models, starting with the new Lancia Ypsilon, which will be revealed on February 14th in Milan.

The Lancia Pu+Ra HPE has already received several accolades from the automotive industry and the public. It won the “Concept” of the Year award from the Italian monthly magazine Quattroruote, with over 38% of the votes. It also received awards in Spain and France, demonstrating the international appeal of the concept car.

A Tribute to the Lancia Heritage

The name of the concept car, Pu+Ra HPE, stands for Pure and Radical Hybrid Performance Electric. It reflects the essence of the vehicle, which combines a pure and elegant design with radical and innovative technology. The concept car also pays tribute to the Lancia heritage by incorporating elements from the brand’s iconic models.

The exterior of the Lancia Pu+Ra HPE is characterized by a Progressive Green color, which is inspired by the Vincennes Blue of the Lancia Flaminia, a luxury sedan from the 1950s and 1960s. The front of the vehicle features a hexagonal grille that mimics the historic Lancia grille, with a new emblem that includes the traditional brand symbols: the shield, the flag and the letter L. The rear of the vehicle has a distinctive spoiler that recalls the Lancia Delta Integrale, a legendary rally car from the 1980s and 1990s.

The interior of the Lancia Pu+Ra HPE is designed to create a home feeling for the passengers, with a minimalist and cozy atmosphere. The seats are inspired by the Maralunga armchairs designed by Vico Magistretti for Cassina, a renowned Italian furniture company. The dashboard is composed of a large curved screen that displays all the information and controls of the vehicle, as well as a projection system that allows the driver to interact with the car through gestures and voice commands. The concept car also features a sound system that creates a personalized acoustic environment for each passenger and a fragrance diffuser that enhances the sensory experience.

A Vision for the Future of Mobility

The Lancia Pu+Ra HPE is not only a concept car but also a vision for the future of mobility. The vehicle is powered by a 100% electric drivetrain that delivers high performance and zero-emission driving. The concept car has a range of 500 km (310 miles) and can be recharged in 15 minutes. It also has a four-wheel drive system that ensures dynamic and agile handling.

The Lancia Pu+Ra HPE is also equipped with state-of-the-art technology that makes driving safer, easier, and more enjoyable. The concept car has a Level 4 autonomous driving capability, which means that it can drive itself in most situations without the need for human intervention. The vehicle also has a smart connectivity system that connects the car with the driver, the passengers, the infrastructure, and other vehicles. The system can provide real-time information, entertainment options, navigation assistance, and remote services.

The Lancia Pu+Ra HPE is also a sustainable vehicle that respects the environment and society. The concept car is made of recycled and recyclable materials, such as wood, leather, wool, and aluminum. The vehicle also positively impacts the urban landscape, as it can communicate with the surroundings through light signals and sound effects. The concept car can also share its energy and data with other vehicles and devices, creating a smart grid and a digital community.

A Manifesto for the New Era of Lancia

The Lancia Pu+Ra HPE is the brand manifesto for the next 10 years, as it expresses the core values and the brand's strategic plan. Lancia aims to become a respected and credible player in the premium market by offering quality, electrification, sustainability, and an innovative sales model.

The concept car is the first step of this plan, as it anticipates the design and technology of the brand's future models. The second step will be the launch of the new Lancia Ypsilon, the updated version of the best-selling model of Lancia, which will be unveiled on February 14th in Milan. The new Lancia Ypsilon will feature a hybrid engine, a new design, and a new logo.

The third step will be expanding the Lancia range and introducing new models in different segments, such as SUVs, crossovers, and sedans. All the new models will be electrified, either hybrid cars or fully electric cars, and will have a distinctive and elegant style. The new models will also be customizable, as the customers can choose from a wide range of colors, materials, features, and accessories.

The fourth step will be the renewal of the Lancia sales network with a new and dedicated distribution channel. The number of dealers will be reduced from 230 to 160, with 100 already renovated and the remaining to be finalized by the launch of the new Ypsilon. The new dealerships will feature the brand's new Corporate Identity, reflecting the four pillars of the strategic plan. The new dealerships will also offer customers a premium and exclusive service with a digital and personalized approach.

The Lancia Pu+Ra HPE is the concept car that captures the brand's future. It is a vehicle that combines beauty, innovation, performance, and sustainability. It is a vehicle that pays tribute to the Lancia heritage while looking forward to the Lancia vision. It is a vehicle that represents the Lancia essence: Pure and Radical. @via Lancia.