Lancia Pu+Ra HPE concept: the brand’s future design direction starts here

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A concept car that shows the future of Lancia in the next 10 years. Lancia Pu+Ra HPE, the natural evolution of the Pu+Ra (unveiled in November 2022), fully embodies the principles of the brand’s new design language, pure and radical, in which the volumes of the new cars are created by the intersection of elementary and iconic shapes, such as the circle and the triangle, combined with a few eclectic details. The new Lancia concept car is intended to represent a timeless expression of Italian design with a sustainable and innovative approach that goes beyond the typical automotive language.


Lancia Pu+Ra HPE is the name of the concept, where Pu+Ra refers to the brand’s new design language, pure and radical, while HPE stands for High Performance Electric for a car that is, according to the statement, both eco-sustainable, exciting and evolved. The acronym HPE (High Performance Estate) was first used in the 1970s for the Lancia Beta, becoming a symbol of sportiness and practicality. Progressive Green is the colour name of Lancia Pu+Ra HPE, ‘progressive’ as it looks to the future of the brand and the customers of tomorrow and ‘green’ for its value in terms of sustainability. The bluish green colour, with a warm golden tone, made of liquid metal with latest-generation pigments, pays homage to the historic and timeless Lancia Flaminia Azzurro Vincennes.

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The continuous dialogue between past and future is expressed in the flowing side lines that descend towards the rear of the car with a reference to the Aurelia and Flaminia and a streamlined design. The side features the new Lancia logo, an expression of the brand’s new graphic codes and which reinterprets all the brand’s historical elements (the steering wheel, the flag, the shield, the lance and the lettering), reinterpreting them in a modern key. The dialogue between past and future continues at the rear, where we find the iconic round headlights, inspired by the most brutal and radical soul of the brand, with a clear reference to the legendary Lancia Stratos: between the headlights we find the new iconic Lancia lettering.

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The front is a reinterpretation of the historic Lancia grille, now projected into the future through three beams of light that make it iconic, memorable and recognisable from afar. Above the goblet is the new Lancia lettering, created with an original font inspired by the world of fashion. The innovative circular roof allows a wide panoramic view, with a clear reference to architectural elements typical of the new Lancia design. The rear window shows a further reference to the Lancia Beta HPE of the 1970s, with some wraparound horizontal lines that re-propose, in a contemporary key, the Venetian blind structure. The large glazing makes natural light the protagonist, harking back to the concept of home feeling.

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The interiors are the result of a collaboration between Lancia and Cassina. The interiors of Lancia Pu+Ra HPE express full coherence with the brand’s new language of pure and radical design, thanks to the use of iconic and simple forms that eschew the typical language of the automobile. In fact, the concept recreates an eclectic space inspired by interior design, the atmosphere of contemporary homes, and fluid architecture with a high attention to detail in an overall composition of pure forms. The inspiration from Italian furniture design is evident in the round rug and the front seats, which take their cue from the Maralunga armchairs designed by Vico Magistretti for Cassina.


The two individual, freestanding armchairs feature unique proportions and a bold colour scheme. Pure geometric shapes are expressed again in the unprecedented small tables, also round, in the central console and even in the dashboard, which subverts the automotive approach and is created from a single iconic circular glass element, pierced by clean cuts. The large glazing contributes to flooding the cabin with natural light, creating a hospitable environment, a space to be lived in that conveys the feeling typical of cosy homes. Finally, the Venetian blinds recall the iconic Lancia Beta HPE and the world of architecture, casting natural light and shadows inside the passenger compartment, while in the central part they become a luminous technological element that interacts with S.A.L.A. (the new virtual interface) and its functions.