Stellantis-owned Lancia has unveiled its brand vision for the next decade with the Pu+Ra HPE concept car, which sets the tone for its future designs as it transitions to being an electric-only brand.

    The Lancia Pu+Ra HPE concept is an evolution of the Pu+Ra Zero “three-dimensional manifesto” revealed last year which previewed the design language to underpin all upcoming Lancia models,

    It has a reported electric range of over 700km, a charging time of just over 10 minutes, and energy consumption below 10 kWh per 100 km.

    Lancia has used the concept vehicle to pay homage to its past models by reinterpreting some of the brand’s iconic elements in a contemporary way.

    The aerodynamic lines of the body are reminiscent of the Aurelia and Flaminia models, the round taillights are a nod to the Stratos, and the chalice grille has been reinterpreted as a three-pronged light strip feature.

    ‘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 the Lancia Beta where the ‘E’ stood for ‘estate’.

    The Progressive Green body colour pays tribute to the metallic Lancia Flaminia Azzurro Vincennes.

    One of the most notable design elements is the circular roof which Lancia says is characteristic of the architectural elements crucial to the ‘Italian home’ theme of its new design language.

    Lancia has partnered with Italian furniture design company Cassina to create a contemporary living space within the cabin with elements such as round carpets and tables, and free-standing front armchair seats inspired by Cassina’s Maralunga armchairs.

    70 per cent of the interior surfaces are made with eco-sustainable materials such as panno Lancia wool cloth upholstery and sustainably produced ocher velvet.

    In terms of interior technology, the Pu+Ra HPE showcases “SALA”, an acronym for Sound Air Light Augmented but also an Italian word for a living room or hall.

    It’s a “minimal and smart virtual interface” that combines audio, climate control and lighting functions. It features different modes and can be updated, and will debut first on the new Ypsilon light hatch, due in 2024.

    A mid-sized crossover will follow the Ypsilon in 2026, with a small hatch reviving the storied Delta nameplate in 2028.

    The new Ypsilon will be available in both hybrid and electric versions, but after 2026 the brand will only launch electric cars. From 2028, the brand will only sell electric models.

    The brand’s CEO, Luca Napolitano, said that Lancia’s 10-year plan at present doesn’t involve expanding outside of Europe, but hasn’t ruled out the possibility of expansion to right-hand drive markets.

    The Italian marque was present in the Australian market with four models between 1961 and 1985.

    Lancia continued to operate in Europe until the 2010s with dwindling levels of success, until 2017 when it ended up withdrawing from all markets except Italy.

    “However, in the coming year, if things go well, why not try to bring (Lancia models with) right-hand drive also in Japan, South Africa or Australia?” Mr Napolitano told Reuters late in 2021.

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    Eilidh McNaughton
    Eilidh McNaughton is a Contributor at CarExpert.
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