Pininfarina Pura Vision: electric luxury SUV previewed behind closed doors

Published: 21 August 2019

► Pura Vision previews second Pininfarina
► This one's an electric luxury SUV
► Second model after the Battista 

The Pininfarina Battista is the first production car made by the storied Italian design house, but it’s already showing prospective customers its second model. Likely to be called the Pura, it’ll be a luxury SUV powered by an all-electric drivetrain – and it should share the same elegant design language as the firm’s Battista hypercar. Think Lamborghini Urus fighter, and you’re on the right lines. 

At this year’s Pebble Beach concours, Pininfarina revealed it had shown prospective customers a ‘Pura Vision’ design concept behind closed doors, and that’s exactly the same tactic the brand took with the Battista.

What else do we know about the Pura?

At this stage, we don’t even have any shadowy pictures or vague design sketches, but we do have a picture of design director Luca Borgogno with the top of the design model's roof. It’s high, but swoopy – which means absolutely nothing right now. 

Talking of the concept, design director Luca Borgogno said: ‘Pura Vision blends design themes which Battista Pininfarina himself made famous in creating some of the most revered and beautiful sports cars in history. Yet it is absolutely an insight into our future: a luxury vehicle like no other and once again designed to deliver thrilling EV performance.’

Will it look good?

When the Battista was launched, we asked Borgogno if he felt Pininfarina’s luxe SUV ought to look a good deal different from the far-from-perfect Urus. ‘No car is perfect, I totally agree,’ he responded quickly and with a smile. ‘We want ours to be elegant, clean and pure, this is our basic idea of design.’ Phew!

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By Curtis Moldrich

CAR's online editor and racing-sim enthusiast