Lancia Reveals New Logo And Pu+Ra Zero Sculpture Teasing EV Design Language


The Lancia Design Day was less revealing than anticipated as we didn’t get to see any previews of the Ypsilon, Aurelia, and Delta which are expected to debut in 2024, 2026, and 2028 respectively. Instead, the Italian brand presented its redesigned emblem, alongside a sculpture called Pu+Ra Zero hinting at a new design language for the brand’s upcoming products. Lancia also announced its collaboration with Italian furniture maker Cassina, in regard to the interior design of its models.

Lancia calls its new styling language “Pu+Ra Design”, combining the words pure and radical. It is said to “define the design of Lancia for the next 100 years”, which is quite an ambitious statement. Not wanting to decide whether to go retro or modern, the company identifies its future style as “Progressive Classic”.

A Sculpture Previews The Style Of Future Production Models

The “Pu+Ra Zero” sculpture doesn’t really look like a car, but it introduces the core design elements set to be integrated into future production models. At the front, the trio of LED lines under the Lancia lettering are the new interpretation of Lancia’s “calice” grille.

The curves on the sculpted profile are inspired by the Aurelia B20 and the Flaminia, although in the sculpture there is no greenhouse or wheels. The circular roof is another signature design element shedding more light inside the cabin and differentiating Lancia models from the crowd.

At the back, the round LED taillights are reminiscent of the Stratos and will be used in the new Ypsilon supermini, alongside the Lancia lettering between them. The automaker chose the silverish “Micalized Blue” shade for the exterior of the Pu+Ra Zero, which will most likely be included in the future color palette.

Interiors Inspired By Italian Furniture

For the interior, Lancia had previously talked about the extensive use of sustainable materials in an elegant atmosphere inspired by the Italian living rooms and furniture design. Now, the company announced its collaboration with the Italian furniture maker Cassina for the automotive cabins of the future. The new interiors will also have references to classic Lancia models including the Gamma, Thema, and Flavia.

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