“Today Lancia is reborn with a new Logo and a clear design vision. In anticipation of the new Ypsilon, we present Lancia Pu+Ra Zero, a sculpture, a three-dimensional manifesto that inspires the cars that will arrive between 2024 and 2028. A work of art in which past and future are in continuous contact, where elegance is balanced with the radical spirit of the forms”. Luca Napolitano, CEO of Lancia, introduces with these words Pu+Ra Zero, a sculpture that anticipates some of the stylistic features of the Lancia of the future.
Created by the design centre headed by Jean Pierre Ploué, the Pu+Ra Zero was born from the crasis between the words “Pure” and “Radical”, introducing Pu+Ra Design, the new name for Lancia’s stylistic language, which inspires the styling of the cars of the future. “The front is a reinterpretation of Lancia’s historic grille, the chalice, now projected into the future through three beams of light, to make it iconic and memorable,” says Jean Pierre Ploué. This new chalice will be present on all three new Lancia cars, making them instantly recognisable, both by day and by night. Above the goblet, we find the new Lancia lettering, and this double signature will mark the front of all three new Lancia models.
Lancia Pu+Ra Zero is composed of soft, flowing lines that recall the design of the Aurelia B20 and Flaminia, with a circular roof that floods the cabin with light, in a play on balance between exterior and interior. At the rear, the round headlights stand out, recalling those of the Stratos and which will be used on the new Ypsilon with the new Lancia lettering positioned between the headlights. Finally, in side view, the new logo stands out. Lancia Pu+Ra Zero is in mica blue with subtle shades that play with light in the name of Italian elegance, fluidity and lightness. Lancia also announced a partnership with Cassina, an Italian luxury furniture company, with whom it will collaborate on the design of the interiors of its cars. The first tangible project resulting from the new partnership will be presented at Milan Design Week 2023.
The Pu+Ra Zero also marks the debut of the new Lancia logo, redesigned from the 1957 model. Made of aluminium and an expression of the brand’s new graphic codes, the new logo is the result of technologies used not only in the automotive world but also in very different spheres, as demonstrated by the circular brushing typical of the watch face. According to the statement, the logo reinterprets the brand’s distinctive elements – the steering wheel, the flag, the shield, the lance and the lettering – and reinterprets them to make them modern and project them into the future. The font for the Lancia lettering is also new.
