Pininfarina Pura Vision Concept Wins Red Dot Design Award

The Pininfarina Pura Vision concept has won the prestigious Red Dot Award: Design Concept 2024. This isn’t the first award Automobili Pininfarina has won for the design of the Pura Vision concept. It took the crowns at the iF Design 2024 product awards and the 2024 International Design Awards. 

The Pura Vision concept made its global debut in August 2023, having been teased for the first time in 2019. Automobili Pininfarina calls it an electric Luxury Utility Vehicle (e-LUV) and it has a cab-rearward design language with big muscular haunches over the rear wheels. 

Anand Mahindra, Chairman of the Mahindra Group which also has a majority stake in Automobili Pininfarina, was also involved in the design process of the Pura Vision. He was accompanied by Pawan Goenka, the erstwhile Managing Director of Mahindra and Mahindra. Mahindra and Goenka were a part of the team that was involved in the design reviews of the Pura Vision.

Dave Amantea, Chief Design Officer, Automobili Pininfarina, said, “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.”

The design is very streamlined as it has a small grille with an equally small headlamp cluster and a big front splitter.  The all-glass roof doesn’t rise up much, giving it an illusion of being shorter than it is. The opening of the doors is also very interesting. The windows open up like gullwing doors and the lower portions of the doors have a suicide-door design. 

The Utility Vehicle theme is evident through the 23-inch alloy wheels shod in large, chunky tyres and its high ground clearance. At the back, the design is very minimalist with slim taillamps, a gold accent line at the bottom of the tailgate and large air vents through which the rear tyres are also visible. 

Inside, the minimalistic design language is more evident. There’s a large digital instrument cluster flanked by two knobs with small screens. Apart from this, the design of the dashboard is extremely clean as the infotainment screen is mounted on the centre console. The four seats of the Pura Vision have been sculpted exquisitely and have a white and grey theme.

The Pura Vision is an all-electric model like other Automobili Pininfarina models like the Batista and the B95. However, exact specifications haven’t been revealed yet. It measures 5125 mm in length, 2147 mm in width and 1641 mm in height.