PURA: Design DNA

We believe that the purest creations are those where the design, the driving experience, the passenger experience and engineering, all play an equal role. This design purity where form and function are inseparable, defines Automobili Pininfarina’s design.

Timeless Design

Timeless Design Lancia Astura Bocca, 1936

This car perfectly epitomizes Pininfarina’s pre-war period aesthetic: restrained elegance with simple but precise details.

Innovation in Aesthetics

Innovation in Aesthetics Cisitalia 202, 1947

Unveiled in 1947, this was the first car to be part of the permanent display at the Museum of Modern Art (MoMA).

Purity. Beauty. Rarity

Purity. Beauty. Rarity. Dino Berlinetta Speciale, 1965

Perhaps the most extraordinarily pretty car on the planet, it spawned a number of best-loved models from Ferrari’s illustrious catalogue.

Aesthetics and Functionality

Aesthetics and Functionality Pininfarina Modulo, 1970

A futuristic car that broke the fetters of the traditional style language; quite representative of the mood of the early seventies.

Luca Borgogno

Luca Borgogno

“There is a purity in our ambition, the styling of our cars and our engineering focus on emissions-free sustainable performance. We have termed this ‘PURA’, and it will define everything we do in the coming years.”