Lancia is a brand that has always been synonymous with elegance, innovation, and emotion. From its origins in 1906, when Vincenzo Lancia founded the company with his friend Claudio Fogolin, to its glory years in the 1970s and 1980s, when it dominated the world rally championships with models like the Stratos, the Delta, and the Lancia Rally 037, Lancia has always been a pioneer of automotive design and engineering.

But in recent years, Lancia has been struggling to find its place in the market, as it faced competition from other premium brands and changing consumer preferences. The brand was reduced to a single model, the Lancia Ypsilon, which was only sold in Italy. Many fans feared Lancia would disappear forever or become a badge for rebadged models from other brands.

However, in 2021, Lancia announced a new era for the brand, a new renaissance. It unveiled a new logo, a new design language, and a new vision for the future. Lancia declared that it would become an all-electric brand, focusing on sustainability, technology, and elegance. It also revealed that it would collaborate with other prestigious Italian brands, such as Pininfarina and Poltrona Frau, to create unique products that reflect the best of Italian art, architecture, and design.

The first glimpse of this new era was the Pu+Ra Zero, a sculpture that showcased the essence of Lancia's new design philosophy. Pu+Ra stands for pure and radical, two words that capture the spirit of Lancia's past and future. Pure represents elegance and essentiality, while radical represents power, precision, and decisive style. The Pu+Ra Zero was inspired by iconic models from Lancia's history, such as the Lancia Stratos and the Beta HPE.

But the Pu+Ra Zero was not just a static piece of art. It was also a preview of what Lancia had in store for its future models. And now, at the 2023 Geneva Motor Show, Lancia has finally unveiled its first concept car based on the Pu+Ra design: the Lancia Pu+Ra HPE.

The Lancia Pu+Ra HPE is a futuristic concept car that combines elegance and performance in a stunning coupe shape. It is a 100% electric car with a range of over 700 km (435 miles), a charging time of little more than 10 minutes, and an energy consumption of fewer than 10 kWh per 100 km (62 miles). It is also a sustainable car, as 70% of its aesthetic surface is made of recycled or natural materials. The seats are made by reinterpreting Lancia fabric, the carpet is made of natural fiber, and the glass components are made of recycled material.

The exterior design of the Lancia Pu+Ra HPE is a synthesis between the past and future. It features iconic round headlights that recall the legendary Stratos, horizontal lines that echo the famous Venetian sunshade structure of the Lancia Beta HPE of the 1970s, and a sleek silhouette that evokes speed and dynamism. The car is painted in a striking blue color that pays homage to Lancia's racing heritage.

The interior design of the Lancia Pu+Ra HPE is a symbiosis of design and technology. The cabin is simple, intuitive, and functional, giving passengers the feeling of being embraced by an eclectic and new-generation environment. The dashboard is minimalist and elegant, featuring a large touchscreen that controls all the functions of the car. The steering wheel is also touch-sensitive and can be used to activate the S.A.L.A. system (Smart Autonomous Lancia Assistant), which allows the driver to choose between different driving modes: manual, assisted, or autonomous.

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The Lancia Pu+Ra HPE is not just a concept car. It is a statement of intent from Lancia, a brand that wants to reclaim its place among the leaders of automotive innovation and elegance. It is also a tribute to its loyal fans, who have never stopped believing in Lancia's potential and who have been waiting for this moment for a long time.

The Lancia Pu+Ra HPE is not just a car. It is an emotion.

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