Lancia’s Pop-Up Concept Car

New Lancia Hero

After an unusual weekend press reveal, Lancia and Cassina unveil a radical concept at Milan Design Week. Car Design News’ Karl Smith gives us a first look

Over the last weekend, Stellantis’ Lancia brand revealed its latest (the first in a long time) concept car, the PU+RA HPE, with a press announcement and a digital packet of photos. This, after an extended series of teasers that suggested radical form and technology. As is typical of this sort of drip-drip-drip reveal, there is a real danger of the actual car being a disappointment, as expectations are often raised too high.

When the press photos were released over the weekend, we were afraid that this is precisely what was to happen. The finished car, as shown in the photos, seemed like a collection of heritage details in search of a concept. The whole seemed to be less than the sum of its (admittedly, beautiful) parts….

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