owned by Stellantis lancia revealed its brand vision for the next decade with Pu+Ra . Power Plant concept car, setting the tone for its future designs as it transitions to becoming an electric-only brand.
The Lancia Pu+Ra HPE concept is an evolution of Pu+Ra Zero The “holographic manifesto” revealed last year previews the design language that underpins all upcoming Lancia models,
It has a reported electric range of over 700km, a charging time of just over 10 minutes, and an energy consumption of less than 10 kWh per 100 km.
Lancia used the concept car to paying homage to its past models by reinterpreting some of the brand’s iconic elements in a modern way.
The aerodynamic lines of the body are reminiscent of the Aurelia and Flaminia models, the rounded taillights are reminiscent of the Stratos and the cup-shaped grille has been reinterpreted as a three-spoke strip of lights.
‘Pu+Ra’ comes from a combination of ‘pure’ and ‘radical’, which Lancia says encapsulates its design language. In this case, HPE stands for High Performance Electric, an acronym also used in the 1970s for Lancia Beta where the ‘E’ stands for ‘real estate’.
The bodywork has a progressive green color that pays tribute to the metallic Lancia Flaminia Azzurro Vincennes.
One of the most notable design elements is the round roof which Lancia says is characteristic of architectural elements important to the ‘Italian house’ theme in its new design language.
Lancia teamed up with Italian interior design firm Cassina to create a contemporary living space in the cabin with elements such as rugs and a circular table, and a freestanding armchair-inspired front armchair Cassina’s Maralunga armchair.
70% of interior surfaces are made of eco-friendly materials such as panno Lancia upholstery and sustainably produced loess velvet.
In terms of interior technology, Pu+Ra HPE introduces “SALA”, an acronym for Sound Air Light Augmented but also an Italian word meaning living room or hall.
It is a “smart and minimal virtual interface” that combines audio, climate control and lighting functions. It has different modes and can be updated, and will debut first on the new Ypsilon light hatch, which is slated to launch in 2024.
A mid-size crossover will follow the Ypsilon in 2026, with a small hatchback reviving the storied Delta nameplate in 2028.
The new Ypsilon will have both hybrid and electric versions, but after 2026 the brand will only launch electric vehicles. From 2028, the brand will only sell electric models.
The brand’s CEO, Luca Napolitano, says that Lancia’s 10-year plan currently does not involve expansion outside of Europe, but does not rule out the possibility expanding into right-hand drive market.
The Italian brand was present in the Australian market with four models from 1961 to 1985.
Lancia continued to operate in Europe until the 2010s with diminishing success, until 2017 when it withdrew from all markets except Italy.
“But next year, if all goes well, why not try bringing right-hand drive (Lancia models) to Japan, South Africa or Australia?” Mr. Napolitano said Reuters end of 2021.
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