Yahoo Autos Lancia Pu+Ra HPE concept combines the next 10 years of design and tech
The teaser campaign that started with a stylized sculpture last November culminates in this, the Lancia Pu+Ra HPE concept. This represents the long awaited — and perhaps overdue — reboot of a storied brand's design and tech vision for the next ten years. As such, designers packed so much of the past and the future that it's better to see the Pu+Ra as a combination of elements and philosophies coming to future Lancias instead of as a 1:1 template for how Lancias will look. There's also the matter of Lancia's sole market being Italy and tempered expansion from there taking place over a few years. That means a lot of what's here speaks loudest to the single market, which also happens to be the home market.
