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Lancia is back with something that’s 100% not a car


Lancia Pu+Ra Zero facade

Picture: lancia

Lancia’s only vehicle on sale today, the third-generation Ypsilon subcompact hatch, has hit the market. since 2011. It selling surprisingly well in his native Italy, the only country in which the brand operates, but Lancia has more ambitious plans for its future. Usually, automakers launch one or more concept cars, and Lancia adopted that strategy this week, unveiling a new design alongside an updated logo. Only thing, you can’t really call it a car.

That’s right, Lancia – a brand that hasn’t introduced a new vehicle in over a decade – has chosen to go beyond the highly achievable goal of “cars” and go straight to “vapor beauty pageants.” “. It’s called Pu+Ra Zero. “No” likely refers to the amount of harmful emissions it releases into the atmosphere. Not because it runs on electricity, but because it may not exist.

Front Lancia Pu+Ra Zero

Picture: lancia

Harsh, I know, but I’m only complaining because I care. Lancia says Pu+Ra Zero represents “the first event of the new Lancia era.” In it, the company claims, we see signs of reappearing in upcoming models. Perhaps that has something to do with the “radiator grille” – an oversized piano-black V-shape adorned with LED strips – and the aforementioned logo.

The graphic shows the evolution of the Lancia, 1911 logo to the present day.

Evolution of the Lancia logo, 1911 to present day on the far right.
Illustration: Lancia/Jalopnik

The logo, to its credit, really recalls Lancia’s classic insignia, in that it re-establishes the spear on the shield that was the centerpiece of all pre-2010 manufacturer’s emblems. admit that, It achieve this in a way that feels like dead inside, but hey – that’s what Building a car brand in the 2020s is all about.

Side view Lancia Pu+Ra Zero

Picture: lancia

The concept is clear also go back to Lancia’s past, although I certainly don’t see the clue that the designers baked in. Are from Press Release:

Lancia Pu+Ra Zero includes fluid, soft lines reminiscent of Aurelia B20 and Flaminia designs, with a circular roof that floods the cabin with light, in a game that balances exterior and interior.

At the rear, the circular taillights stand out. They recall things from Stratos and will be used on the new Ypsilon with the new Lancia lettering placed between the headlights. Finally, in a side view, the new logo stands out.

To be honest, aurelia It’s never been my cup of tea, although I can’t deny it doesn’t look like anything else and fully realize why it’s so celebrated. But I’m trying to figure out any connection between that classic, curved coupe and this flying trackball mouse. That’s what my friend José calls it; I see one of the 3D paint samples from Gran Turismo.

Lancia Pu + Ra Zero rear view

Picture: lancia

I also don’t see any Stratos in the taillights of the Pu+Ra Zero. They are oval, not round like Stratos have. A much more relevant comparison would be what’s on the back of a modern one Continental Bentley.

Lancia says the Pu+Ra Zero is a distillation of its Pu+Ra design language — what it calls the guiding principles that will define its next product. model. (“Pu+Ra” stands for “pure” and “radical”, not a reference to the abbreviations for plutonium and radium in the periodic table.) The automaker will work with the Italian interior designer. Cassina to announce its future interior, which isn’t obvious in this concept because it has no interior — just an area of ​​reflected light in the center.

Lancia Pu+Ra Zero see rear logo and taillights

Picture: lancia

I suppose the apologetic, optimistic take on Pu + Ra Zero is that it is a modern day visualization of Bertone’s iconic Lancia Stratos Zero concept. The difference is that the Stratos Zero is a real car in action, even though it looks like a sculpture. No human being can fit inside. This is made possible thanks to an innovative approach to the hood, in which the entire windshield opens to allow entry, and the steering wheel is hinged on. floor. Sitting inside, you are almost lying on your back as the video below demonstrates.

Credit: NM2255 car HD video on YouTube

Sure, Stratos Zero is a death trap from another world, and it barely made it into production to look like it. But the truth is the damn thing drive foundation for beauty and design achievement. Clearly, Lancia today isn’t as driven by performance as it was in its golden years. It was moved a long time ago and there is nothing objectively wrong with that. But it’s hard to get excited about the top third of a generic 3D model – especially when you just know that all Lancia really needs to do is show us a semi-hot hatch. We are not asking for much.

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