We already announced that a new era was coming for Lancia. The Italian firm seeks to rise from the ashes at the hands of Stellantis to gain a foothold in the premium market with innovative electric vehicles. The arrival of the new models will take place between 2024 and 2028, but from before they are already working on the brand image and the design language that will lay the foundations. That is precisely the premise of the Lancia Pu+Ra Zeroa prototype that does not even have wheels, but that serves as a spearhead and helps define what the brand will be like in the coming years.
The first thing to make clear is that its name comes from the union of the words Puro and Radical, which are the two terms that Lancia wants to follow in its rebirth. Although it is not a car as such, it is a three-dimensional manifesto of what will the design language look like of future Lancia cars. In fact, we can see some of their lines in the next Ypsilon that will come out in 2024 and also in the future Delta for 2028. They want to follow the “ classic progressive” concept by taking inspiration from the brand’s historical models with a futuristic adaptation.
On the front is a reinterpretation of the “calice” grill de Lancia, now represented by the name of the brand and also by the three rays of light. That chalice of light is a nod to the electrification that is going to be adopted. Although you also begin to see the soft and fluid lines that refer to the classics such as the Aurelia or the Flaminia. On the back, what attracts the most attention are the circular taillights that evoke those of the mythical Stratos and that will be present in the production Ypsilon.
Other novelties are also found in the Lancia Pu+Ra Zero. In addition to brand new design language, it does the same with the new lancia logo. In its 116-year history there have been seven different emblems, although they always share a philosophy. The last one is inspired by the one that existed in 1957 and in it prevail thesimplicity and graphic purity. It has all the distinctive elements of the classic logo (the wheel, the flag, the shield, the spear and the letters), but reinterpreted to fit the future of the company.
Though interiors not shown of future Lancia vehicles, the brand claims they will be consistent with the exteriors. They speak of the typical elegance of the brand and of a simple and intuitive technology. All with an atmosphere that wants to make them enter the premium segment to be able to fight with other renowned brands. Will be associated with Cassinaan Italian furniture firm, for the development of materials and other issues related to the cabins.
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