The highly sought-after Red Dot Award: Design idea 2024 has been given to the Automobili Pininfarina Pura Vision design idea. The business introduces the e-LUV, or rakish new electric “luxury utility vehicle,” which is an eye-catching concept.
This award is one of the most coveted badges of design quality in the world. This year’s winner of the Design Concept category is the Pura Vision, selected by a jury of distinguished journalists, professors, and designers who evaluated the applications for both design quality and inventiveness.
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 represents a striking interpretation of a luxury utility electric vehicle, with bold cab-rear proportions that combine timeless beauty with exquisite detailing to create a dynamic identity with unmistakable presence.
Its low bonnet and high fenders – inspired by the iconic 1947 Cisitalia – show a distinct lineage from the past, while the glasshouse and tri-opening pillarless lounge doors provide unrestricted access to a futuristic and luxurious 2+2 cabin. The Pura Vision also draws inspiration from the iconic pillarless design of the Lancia Florida, which was styled by Battista Farina in the Fifties and sparked the creativity behind the recently unveiled one-off Battista Cinquantacinque.
Exterior styling on the Pura Vision design concept emphasises the attention to detail typical of Automobili Pininfarina. These include a precisely engineered anodised aluminium beltline around the glasshouse, which begins at the windscreen and traces an elegant unbroken arc around the vehicle.
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