July 13, 2024

Lancia presents Lancia Pu+Ra HPE, the brand vision for the next 10 years that takes the brand into the era of electric mobility and sums up our way of conceiving and experiencing the car. Starting with the new Ypsilon, our cars of the future will be inspired by the Lancia Pu+Ra HPE,” stated Luca Napolitano, CEO of the Lancia brand.

A 100% electric car, with a brand vision in terms of range with over 700 km, little more than 10 minutes of charging time and energy consumption less than 10 kWh per 100 km.

Lancia Pu+Ra HPE is the first car inspired by the world of furniture, thanks to the collaboration with Cassina, leader in the upscale furniture industry, for a typically Italian “home feeling” experience.

Lancia Pu+Ra HPE is the first car equipped with the S.A.L.A. virtual interface that we will find on the new Ypsilon. And thanks to S.A.L.A, Lancia will be the first Stellantis brand to adopt Chameleon and TAPE (Tailored Predictive Experience) technologies, which centralize the audio, climate control and lighting functions, enabling the environment inside the car to be adapted at the touch of a button or by the sound of your voice.

Exterior design for a “streamlined” body

Lancia Pu+Ra HPE is the natural evolution of Lancia Pu+Ra Zero, displaying many of the features of the three-dimensional sculpture unveiled last November.

The new Lancia concept car fully embodies the principles of the new design language of the brand, a pure and radical design language where the cars’ volumes are created from the intersection of elementary and iconic forms such as the circle and the triangle, combined with a few eclectic details. The new Lancia concept car therefore becomes an expression of the Italian timeless design, with a sustainable and innovative approach that goes beyond the typical automotive language.

The concept car is named Lancia Pu+Ra HPE: “Pu+Ra” refers to the brand’s new, pure and radical design language, while HPE stands for High Performance Electric, for a car that is Eco-sustainable, Exciting and Evolved, all at the same time. The acronym HPE was used for the first time in the 1970s for Lancia Beta, and stood for “High Performance Estate”, a symbol of sportiness and practicality.

Progressive Green is the name of the color of Lancia Pu+Ra HPE, “progressive” in how it looks ahead to the future of the brand and to its customers, while “green” for its value in terms of sustainability. The bluish green color – with a warm gilt hue, produced using liquid metal with the latest generation pigments – pays tribute to the historic and timeless Lancia Flaminia Azzurro Vincennes.

The constant dialog between past and future is expressed in the fluid lateral lines that descend towards the rear of the car, recalling the Aurelia and Flaminia with a streamlined design, based on its aerodynamics, sustainability and fluidity of volumes.

The badges on the sides include the new Lancia logo, an expression of the brand’s new visual identity. It revisits all the historic features of the badge (e.g. the steering wheel, the banner, the shield, the spear and the lettering), reinterpreting them with a modern twist, to express innovation, its premium, Italian nature and eclecticism.

The dialog between past and future can also be found in the rear, where we can see the iconic round lights, inspired by the brand’s bluntest and most radical spirit, while a clear reference is further made to the legendary Lancia Stratos, with the iconic new Lancia lettering placed between the lights.

The front reinterprets the historic Lancia grille, now taken forward into the future by three rays of light that make it iconic, memorable and visible from afar. Standing out above the calice is the new Lancia script, produced using an original font that draws its inspiration from the fashion world.

The innovative circular roof provides a broad, panoramic view, with a clear reference to architectural elements, so characteristic of the new Lancia design language.

The rear window is also reminiscent of the Lancia of the 70s, Beta HPE, with enveloping horizontal lines that revisit the renowned sun blind structure, with a modern twist. The large windows emphasize natural light, to recall the concept of “home feeling”.

Lancia and Cassina

The partnership continues between Lancia and Cassina, two brands of the excellence of the Made in Italy in their respective fields, now looking ahead to the future with attention to sustainability and well-being on board.

Leveraging its know-how, as the result of almost 100 years of history, innovation and research, Cassina is now transferring its experience to the automotive sector, focusing on the values shared with Lancia, such as Italian spirit, innovation, tradition, and respect for the environment.

Italian Design is applied to the design of the car, resulting in a cultural contamination that builds on certain pieces of furniture that set the tone of a home, transferring them to the Lancia concept car and creates genuine domestic spaces.

The shared journey between Lancia and Cassina is inspired by “The Cassina Perspective”, i.e. the company vision of combining the most innovative products with icons of modernity to create welcoming and eclectic environments, according to a unique code of excellence in design.

Our starting point was certain furnishings that set the tone of a home, which were then transferred to the Lancia Pu+Ra HPE: the centrality of upholstered items in the living room; the coffee table, a “multifunctional” central element; finally, the warmth of the carpet immediately recalls a homely environment, with great importance given to the color and consistency of the materials.

The interior “home feeling”

The interiors of Lancia Pu+Ra HPE express full coherence with the brand’s new, pure and radical design language, thanks to the use of iconic and simple shapes that eschew the typical automotive language.

Inside the concept car, an eclectic space inspired by interior design, the atmosphere of contemporary homes, by fluid architecture with great attention to detail in an overall composition of pure forms.

The inspiration for the design of Italian furniture is evident in the round carpet and in the front seats, which are inspired by the Maralunga armchairs designed by Vico Magistretti for Cassina. The two free-standing single armchairs have unique proportions and a unique bold chromatic figure.

The pure geometric forms are further expressed in the new round tables, in the center console and even in the dashboard, which subverts the automotive approach and is based on an iconic single piece of round glass, crossed by clear cuts.

The large windows help to flood the passenger compartment with natural light. The result is the creation of a hospitable environment, a living space, which conveys the typical feeling of a warm Italian home.

Finally, the blinds recall the iconic Lancia Beta HPE and the world of architecture, projecting natural lights and shade into the passenger compartment, while in the central part they become a luminous element of technology that interacts with S.A.L.A. and its functions.

Sustainability by Lancia

Sustainability by Lancia is sustainability with style, Sustylenability, a word made up of ‘sustainability’ and ‘style’.

Lancia Pu+Ra HPE is actually the first full expression of this “Sustainability by Lancia”, a 100% electric manifesto that defines the brand vision for the next 10 years, where every single element reflects the idea of an elegant and simultaneously sustainable “home feeling” in the interior, in perfect Lancia style.

Thanks to partnerships with outstanding Made in Italy brands, sustainable materials have been used in the car’s refined interior, in line with the values stated in Lancia’s 10-year strategic plan, with 70% of the touchable surfaces made with eco-sustainable materials.

Four values have guided the brand on this path of sustainability: reinterpretation of tradition, Italian spirit, eclecticism and “home feeling”.

Revisiting tradition means finding sustainable materials with the intent of redesigning Lancia tradition, using innovative, recycled and recyclable materials, produced according to sustainable processes. This concept is expressed in the reinterpretation of the panno Lancia wool cloth upholstery used for our seats in collaboration with Cassina, which feature the new and eclectic ocher velvet with GreenGuard® certification, based on low emissions of chemicals and GWP environmental impact.

The Italian spirit that forms part of Lancia roots means using materials that symbolize Italian excellence, and express a unique heritage in terms of beauty, authenticity and craftsmanship. The door panels in the Lancia Pu+Ra HPE are covered with MARM \ MORE, a material whose name is taken from marmor, the Latin word for ‘marble’, while “MORE” marks how marble adds value to the material, in that its processing creates a new and different perception of marble itself. From its weighty and static state, it becomes light and wearable. An innovative material consisting of up to 50% waste from marble dust, recycled fabric, produced using natural colors, soft to the touch and waterproof, and made by Limonta and the startup FILI PARI.

Eclecticism means the ability to draw from a range of fields not strictly related to automotive, in perfect Italian style. This concept is found in the iconic table made of M49 BioAcetate Renew™ Mazzucchelli, a biobased cellulose acetate. Cellulose acetate is widely used in the fashion world, especially in the production of eyewear, for its ability to cover a wide range of styles, colors, effects and graphics.

Home feeling” means creating a cozy environment that takes inspiration from the Italian homes to make our customers “feel at home” every time they get into the car.

The car’s rear shelf envelops the seats in an eclectic, warm and contemporary wood marquetry, made with an “upcycled raw material” in partnership with Tabu and their “Biodiversity” collection of inlaid wood. An innovative and circular product that uses processing waste from a range of high-quality woods veneer, recovering and skillfully reforming them in the hands of expert cabinetmakers, to become an original and eclectic new material.

The undisputed star of this “homely” atmosphere is the natural wool carpet, a handmade item created with no waste. Its circular shape accompanies the styling of the dashboard and the iconic table; the 3D sculpturing process recalls elements of the bonnet, enveloping the interior as if in a living room at home.

The car’s entire rear and lower part of the interior feature a warm, comfortable velvety nubuck (by Poltrona Frau), produced in Italy in a certified supply chain that is free of chrome tanning.

The electrification strategy

In line with Stellantis electrification strategy, Lancia will launch the New Ypsilon in 2024, in both hybrid and electric versions, from 2026 only 100% electric cars will be launched, and from 2028, concurrently with the arrival of the new Delta, the brand will exclusively sell electric models.

Lancia Pu+Ra HPE, a practical, nimble model with a streamlined, efficient and aerodynamic body, forms the 100% electric manifesto. It defines the brand’s vision for the next 10 years, in terms of range, charging time and efficiency, for market-leading performance.

Lancia has always produced models that have rewritten the history of three major automotive classes: city cars, flagships and compact sedans. This will continue to be the case in the future, when Lancia’s new cars will offer the best of all three segments, and will benefit from the winning specialties of Stellantis platforms. Compact, agile and fun to drive, the new Lancia models will adress a European customer base, the “progressive classic influencers”, who seek timeless elegance, Italian spirit and innovation, together with a comfortable and pleasant experience on board.

Made with technology modules (e.g. motor, battery, suspension, brakes, etc.) taken from the New Ypsilon, Lancia Pu+Ra HPE concept car is the manifesto for the next 10 years of the brand, providing a vision of the cars of the future in terms of:

– a range of over 700 km

charging time of just over 10 minutes

energy consumption below 10 kWh per 100 km

– a series of aerodynamic features: low roof, slim digital wing mirrors, aerodynamic wheels*, three front protection plates, and aerodynamics

*Goodyear has manufactured the tyres for Lancia Pu+Ra HPE, with a unique design and custom sidewalls for a perfect fit on the wheel, which adds a premium look to the vehicle.

The tyres’ sidewall design also provides the highest aerodynamic performance level, enhancing energy efficiency. 

“Effortless Technology by Lancia”, easy to use, at people’s service

The future vision of Lancia Pu+Ra HPE provides simple, effortless and intuitive technology that makes life on board easier for its customers, welcoming them in and making them “feel at home”.

S.A.L.A. (Sound Air Light Augmentation) forms the pillar of Effortless Technology by Lancia.

S.A.L.A. is a minimal and smart virtual interface, bringing together the audio, climate control and lighting functions. The driver and passengers can therefore adjust the car’s interior environment simply by tapping a button, or even with the sound of their voices.

S.A.L.A. will allow customers to choose among three onboard modes:

  • Immersive, to amplify the driving experience thanks to Stellantis Chameleon technology that will debut for the first time on a car and is able to “adapt” the atmosphere of the passenger compartment, according to the external environment, adjusting the sound, air and light accordingly.
  • Wellbeing, thanks to the support of Stellantis Artificial Intelligence, TAPE (Tailored Predictive Experience) anticipates the varying moods of the driver and passengers, improving their wellbeing thanks to a better atmosphere on board.          
  • Entertainment, to take advantage of any waiting times, offering the possibility to stream a movie, play a video game or browse social networks.

The New Ypsilon will be the first Lancia model to be equipped with the S.A.L.A. interface.

To create an increasingly complete and immersive experience, the progress of S.A.L.A. will follow the evolution of the Stellantis technology platforms step by step, so each brand can customize the features of its various models.

Premiere of the trailer for the short film entitled “Giving Shape to the Future

At the “Emozione Pu+Ra” press event, the premiere was given of the trailer for the short film entitled “Giving shape to the future”, which can be viewed here, and will be on air in full on the brand’s social media channels from early May.

It is the second episode of the “New Lancia Renaissance” web series, consisting of three episodes and celebrating the brand’s path of rebirth to become a desirable, credible and respected brand in the European premium market. The first episode went online last December after Lancia Design Day, the first event in the brand’s new era.

In this second episode, Luca Napolitano, CEO of the Lancia brand, together with the entire Lancia Team, takes viewers on a journey of discovery of Lancia Pu+Ra HPE, a 100% electric concept car that represents the brand vision for the next ten years in terms of design, interior home feeling, sustainability, electrification and technology.

Filmed at the brand offices, the Centro Stile Lancia in Turin and the Cassina Milan Store in Via Durini, Milan, the trailer is a relentless succession of images that use the language of documentaries to show what usually remains hidden from the general public. 

This gives voice to the many protagonists in the development process of Lancia Pu+Ra HPE and you can appreciate how the collaboration with Cassina has been an essential source of inspiration for the development of the interiors of the concept car, making them much more similar to the interiors of a home.

The third and final episode of the web series will be presented in 2024 for the launch of the New Ypsilon.

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