Italian marque Lancia will launch three new electric-only cars by 2028, with a focus on the European premium market, and has previewed their design with the Pura concept.

Shown today at the Lancia Design Day as a piece of floating art, rather than a physical car concept, it will shape the design of the new Ypsilon as well as the rebooted Lancia Delta and as-yet-unnamed flagship.

The concept marks “a new era” for the brand, Luca Napolitano, Lancia CEO said, and shows how the brand will look “for the next 100 years”.

The design “vision” reveals a modernisation of the classic Lancia T-shape Calice grille, now created with three LED bars “to express our electric future”. At the rear, circular, hollow tail lights – which take inspiration from the iconic Lancia Stratos rally racer – are joined by a new Lancia nameplate.

“It is timeless, durable, unique,” said head designer Jean Pierre Ploue. “Our designs will be built with iconic [and pure] shapes like the circle, square and triangle.”

This rear design will be used first on the new Ypsilon, due to be launched in 2024 as an EV successor to the Italy-only supermini. It will likely be based on parent brand Stellantis’ STLA Small electric platform, also used by the Peugeot e-208 and Vauxhall Corsa Electric.

The Ypsilon will lead the charge for a new wave of Lancia vehicles as it becomes a pure-electric brand by 2028. No timeline for when the other two vehicles could arrive have yet been announced.

Napolitano previously told Autocar that Lancia will focus on small, compact and flagship models that will be “in line with a tradition that made Lancias recognisable all over the world for their elegance and modernity”.

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