I hate one aspect that wealthy people enjoy and possess in abundance - options. Just tons and tons of whatever one wants to own or experience, including the numerous varieties. Gets me jealous, every single time. And now, there’s more bad news for me.

If the luxury car market wasn’t crowded enough already, an Italian veteran has managed to elbow its way in. At a private briefing in Los Angeles ahead of the LA Auto Show, Automobili Pininfarina spilled out its plans of debuting its PURA Vision luxury car concept in North America in 2020.

PURA Vision luxury car concept

PURA Vision luxury car concept

If that wasn’t sufficing for the one with deep pockets, the Italian design-house-cum-carmaker(now) further went on to disclose it’s plans of coming up with an entirely new luxury vehicle portfolio. This upcoming range of electric vehicles will be underpinned by a new EV platform developed in collaboration with Bosch and Benteler.

Michael Perschke, Automobili Pininfarina CEO, said: “Visionary Italian design is the past and the future and as we head towards celebrating Pininfarina’s 90th anniversary in 2020, we are inventing new markets and new client experiences, and we want to underscore our commitment to Italy through production of pure-electric vehicles there.

Pininfarina Battista

Pininfarina Battista

Perschke aims to take on the leading luxury carmakers, albeit the forthcoming acquisition of a new production facility in Italy by next year. While expecting a luxury full-size SUV shouldn’t attract any surprises, a host of good-looking luxury sedans will surely turn some heads and entice attention. As for the PURA Vision concept, don’t expect to see one in the flesh anytime before the second half of 2020.

In other news, Pininfarina’s first-ever production model, the Battista has concluded dynamic simulation and wind tunnel testing. The Italian carmaker will be looking to complete its set of winter testing by this year-end as well, right before it commences the ‘Hyperdrive’ event, exclusive to Battista owners.

Jochen Rudat, Automobili Pininfarina Chief Sales Officer, said: “The Automobili Pininfarina Hyperdrive experience provides a new benchmark of performance for hypercar buyers, but it also recognises the need to introduce new and different test drive experiences that allow guests to better understand the technology of the future. Our clients loved the whole experience, and we will be developing this initiative in the future.”

What would you like to see in Pininfarina's product line-up?

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