Lancia Reveals New Logo And Pu+Ra Zero Sculpture Teasing EV Design Language

The Lancia Design Day was less revealing than anticipated as we didn’t get to see any previews of the upcoming Ypsilon, Aurelia, and Delta, which are expected to debut in 2024, 2026, and 2028 respectively. Instead, the Italian brand showed off its redesigned emblem, alongside a sculpture called Pu+Ra Zero hinting at the brand’s new design language. Lancia also announced its collaboration with Italian furniture maker Cassina, in regard to the interior design of its models.

Lancia calls its new styling language “Pu+Ra Design”, combining the words pure and radical. The new style is penned by Jean Pierre Ploue and his team of young talent at Lancia’s Centro Stile in Turin. It is said to “define the design of Lancia for the next 100 years”, which is quite an ambitious statement. Not wanting to decide whether to go retro or modern, the company identifies its future style as “Progressive Classic”.

A Sculpture Previews The Style Of Future Production Models

The “Pu+Ra Zero” sculpture doesn’t really look like a car, but it sends some Lancia Stratos Zero vibes while introducing the core design elements set to be integrated into future production models. At the front, the trio of LED lines under the Lancia lettering are the new interpretation of Lancia’s “calice” grille for the EV models.

The curves on the slim and heavily sculpted profile are inspired by the Aurelia B20 and the Flaminia, although in the Pu+Ra Zero there is no greenhouse or wheels. A circular sunroof is considered to be another future signature design element.

Read: These Are The Lancia Classics That Will Inspire The Upcoming Ypsilon, Aurelia, And Delta

At the back, the round LED taillights are reminiscent of the Stratos and will be used in the new Ypsilon supermini, alongside the Lancia lettering between them. The automaker chose the silverish “Micalized Blue” shade for the exterior of the Pu+Ra Zero, which will most likely be included in the future color palette.

Interiors Inspired By Italian Furniture

For the interior, Lancia had previously talked about the extensive use of sustainable materials in an elegant atmosphere inspired by the Italian living rooms and furniture design. Now, the company announced its collaboration with the Italian furniture maker Cassina for the automotive cabins of the future. The new interiors will also have references to classic Lancia models including the Gamma, Thema, and Flavia.

New And Simplified Logo

Lancia also unveiled the eighth logo in its 116-year history, which will be introduced in the new Ypsilon and updated dealer network in early 2024. The new logo – made of aluminum – retains the outer shield shape and the inner circle found in previous interpretations but it adopts a different font and a shiny background. The vertical line on the left represents a lance inspired by the 1957 emblem.

Lancia has confirmed that the new Ypsilon supermini will arrive in 2024, offered in both hybrid and fully electric flavors. Then, a premium electric crossover will arrive in 2026 sitting at the top of the range. This one was previously confirmed to adopt the Aurelia nameplate although the automaker refrains from using that in the press releases, simply calling it “the flagship”. Finally, in 2028, Lancia will introduce an all-new Delta, returning in the form of an “exciting” and fully electric hatchback.

Below you can watch the full presentation held in Italy, presented by Lancia CEO, Luca Napolitano, together with additional footage of the Pu+Ra Zero sculpture. The company also published a trailer for the short movie “Lancia, the New Renaissance” set to debut in January 2023 followed by additional episodes in April 2023, and in 2024 with the reveal of the all-new Lancia Ypsilon.

https://youtu.be/J2iIZSe01s8