The Automobili Pininfarina PURA Vision design concept has been honored with the prestigious Red Dot Award: Design Concept 2024.
This award is one of the world’s most esteemed design quality recognitions. A panel of designers, professors, and specialist journalists assessed submissions for design quality and innovation, selecting PURA Vision as the winner in the Design Concept category.
Dave Amantea, Chief Design Officer at Automobili Pininfarina, expressed, “Winning the Red Dot Award: Design Concept is a tremendous honor for our brand and a testament to the hard work and dedication of our entire team. PURA Vision embodies the DNA of iconic Pininfarina vehicles, shaping the future with sharp lines and a modern aesthetic. It is distinctive from every angle and showcases our PURA design philosophy, inspiring the next generation of our cars.”
This accolade follows previous wins at the iF Design 2024 product awards and the 2024 International Design Awards.
PURA Vision represents a striking interpretation of a Luxury Utility 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, reflect a distinct lineage from the past. Meanwhile, the glasshouse, inspired by the Alfa Romeo Superflow IV, and tri-opening pillarless lounge doors provide unrestricted access to a futuristic and luxurious 2+2 cabin. PURA Vision also draws inspiration from the iconic pillarless design of the Lancia Florida, styled by Battista Farina in the Fifties, which sparked the creativity behind the recently unveiled one-off Battista Cinquantacinque.
Exterior details on the PURA Vision design concept highlight the meticulous attention to detail for which Automobili Pininfarina is renowned. These include a precisely engineered anodized aluminum beltline around the glasshouse, starting at the windscreen and tracing an elegant unbroken arc around the vehicle.
