Automobili Pininfarina PURA Vision wins Red Dot Award 2024

PURA Vision is a bold Luxury Utility Vehicle that previews a new era of luxury and is inspiring the next generation of Automobili Pininfarina vehicles.

Cambiano, Italy-Automobili Pininfarina GmbH, an electric vehicle manufacture PURA Vision design concept has been recognised with the highly coveted Red Dot Award: Design Concept 2024.

The award is renowned as one of the world’s most prestigious acknowledgments of design excellence. The panel of designers, professors, and specialist journalists rigorously evaluates submissions for their innovation and quality. This year, PURA Vision has been honored as the winner in the Design Concept category.

Mr.Dave Amantea, Chief Design Officer at Automobili Pininfarina, said, “Winning the Red Dot Award: Design Concept is a huge honour for the brand and testament to the hard work and dedication of our entire team. PURA Vision embraces the DNA of iconic vehicles from Pininfarina’s past, to shape the future with sharp lines and a modern aesthetic. It is distinctive from every angle and showcases our PURA design philosophy which is inspiring the next generation of our cars.”

This latest success follows previous award wins at the iF Design 2024 product awards and the 2024 International Design Awards. PURA Vision presents a distinctive interpretation of a Luxury Utility Vehicle, featuring bold cab-rear proportions, it blends timeless elegance with intricate details, forging a dynamic identity with unmistakable presence.

Its design features a low bonnet and high fenders inspired by iconic 1947 Cisitalia, emphasizing a timeless heritage. The cabin, a luxurious 2+2 configuration, invites with tri-opening pillarless lounge doors inspired by the Alfa Romeo Superflow IV, ensuring unrestricted access and a glimpse into the future of automotive luxury. Drawing further inspiration from Battista Farina's iconic pillarless design of the Lancia Florida in the 1950s, the PURA Vision embodies automotive creativity behind the recent unveiled one-off Battista Cinquantacinque.

The exterior jewellery of the PURA Vision design concept underscores Automobili Pininfarina's commitment to meticulous craftsmanship. One standout feature is the precisely engineered anodized aluminum beltline that gracefully begins at the windscreen and forms a seamless arc around the vehicle's glasshouse, exemplifying elegance and precision.