Over the weekend, Stellantis brand Lancia unveiled its long-awaited future vision for the long-neglected brand focused on design, an interior “home feeling,” sustainability, electrification, and “effortless technology.” The Pu+Ra HPE concept car is intended to be a practical, nimble model with a streamlined, efficient, and aerodynamic body, to enable the brand’s new 100% electric manifesto.

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

The design language sees the cars’ volumes created from the intersection of elementary forms such as circles and triangles. The “Pu+Ra” in its name refers to the Pure and Radical design language. The “HPE” portion, used for a version of Lancia’s 1970’s Beta model, stood for High Performance Estate but it now stands for High Performance Electric.

The concept’s Progressive Green color, produced using liquid metal with the latest generation pigments, pays tribute to the historic Lancia Flaminia Azzurro Vincennes car. This mix of past and future is a theme of the concept, expressed in the fluid lateral lines that descend towards the rear of the car, recalling the Aurelia and Flaminia models with their streamlined designs. It can also be found in the rear with the iconic round lights and Stratos overtones and upfront with the reinterpretation of the historic Lancia grille updated by “three rays of light.”

The concept’s large windows emphasize natural light and the “home feeling” theme of the interior’s design. The circular roof provides a broad, panoramic view. The rear window is reminiscent of the Lancia of the 1970s like the Beta HPE, with its horizontal lines revisiting the sun blind structure with a modern twist.

 

Interior design and Effortless Technology

Lancia says that the Pu+Ra HPE is the first car inspired by the world of furniture thanks to a collaboration with upscale furniture company Cassina. The partners focused on sustainability and well-being on board.

The two front free-standing single armchairs are inspired by Maralunga armchairs designed by Vico Magistretti for Cassina. The round carpet and tables mimic the round roof glass.

Thanks to partnerships with top “Made in Italy” brands, sustainable materials have been used in the car’s interior in line with Lancia’s 10-year strategic plan specifying 70% of the touchable surfaces are made with eco-sustainable materials.

Revisiting tradition, the reinterpretation of the panno Lancia wool cloth upholstery is used for the Cassina seats, UL GreenGuard-certified based on low emissions of chemicals and GWP (Global Warming Potential) environmental impact.

The door panels are covered with MARM\MORE material consisting of up to 50% waste from marble dust. The recycled fabric is produced using natural colorings, soft to the touch and waterproof, and made by Limonta and startup Fili Pari.

The central tables are made of M49 biobased cellulose acetate by Mazzucchelli used in the fashion world, especially in the production of eyewear.

The car’s rear shelf enveloping the seats is made with an “upcycled raw material” in partnership with Tabu and its Biodiversity collection of inlaid wood. It uses processing waste from a range of high-quality wood veneers, being recovered and reformed by expert cabinetmakers.

The natural wool carpet is handmade and created with no waste. Its 3D sculpturing process recalls elements of the hood.

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

On the technology front, the Pu+Ra HPE is the first car equipped with the SALA (Sound Air Light Augmentation) virtual interface that will make its production debut on the new Ypsilon. The interface is designed to use simple, effortless, and intuitive technology to make life on board easier for its customers so they “feel at home.”

The driver and passengers can choose from three modes for the car’s interior environment by tapping a button or voice activation.

Immersive mode amplifies the driving experience with the first use of Stellantis Chameleon technology to “adapt” the atmosphere of the passenger compartment based on the external environment. Wellbeing mode is supported by Stellantis artificial intelligence tech, the TAPE (Tailored Predictive Experience) anticipating the varying moods of the driver and passengers. Entertainment mode takes advantage of waiting times, like during EV charging, to stream a movie, play a video game, or browse a social network.

 

Electrification strategy

In line with the 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 when the new Delta arrives, the brand will exclusively sell electric models.

In keeping with Lancia tradition, the brand intends to compete in the three automotive classes of “city cars, flagships, and compact sedans.” The new compact, agile, and fun-to-drive Lancia models will address a European customer base of “progressive classic influencers, who seek timeless elegance, Italian spirit, and innovation, together with a comfortable and pleasant experience on board.”

Future Lancia’s will feature a series of aerodynamic features like a low roof, slim digital wing mirrors, aerodynamic wheels, and three front protection plates.

The Pu+Ra HPE defines the brand’s vision for the next 10 years in terms of range, charging time, and efficiency for market-leading performance. Made with technology modules—e.g., motor, battery, suspension, brakes, etc.—taken from the New Ypsilon, the vision includes a range of over 700 km, charging times (for unknown states of charge) of just over 10 min, and energy consumption below 10 kW·h/100 km.

For the concept car, Goodyear manufactured the concept’s tires with a unique design and custom sidewalls to fit the wheels. The sidewalls are designed to provide the highest aerodynamic performance to enhance energy efficiency.

 

At the “Emozione Pu+Ra” press event, the brand premiered the trailer for the short film entitled “Giving Shape to the Future.” It is the second episode of the “New Lancia Renaissance” web series consisting of three episodes celebrating the brand’s path of rebirth to become a desirable, credible, and respected brand in the European premium market. The third and final episode of the web series will be presented in 2024 for the launch of the New Ypsilon.