AVATR T09:
Bel Étage

Let’s start with the brand name: AVATR. Five letters, one ambition: to offer customers worldwide a car that reflects its owners – their personality, their mood, their needs. An emotionally intelligent companion that responds to people. It is precisely this idea that gave rise to the brand’s design philosophy: ‘Emotive Luxury’. Luxury that seeks to move rather than merely impress.

The models themselves illustrate how this philosophy has evolved. With the production models 06, 07, 11 and 12 , AVATR has established its design language. The VISION XPECTRA concept car took this a step further and demonstrated the direction in which the brand is heading. The Concept T09 is now the next step and the latest example of ‘Emotive Luxury’.

So much for the starting point. To bring this to life, AVATR’s chief designer Nader Faghihzadeh – formerly an exterior designer at BMW – has expanded the philosophy to include a further design language. “More emotion rather than more spectacle,” is how he describes the approach: “Beauty creates the connection; the experience gives it meaning.” “Emotive Luxury” thus rests on two poles. On one side is the sporty and dynamic ‘Casual Luxury Pole’, which includes the models 06, 07, 11 and 12, as well as the new 06T and 07L. On the other side is the prestige pole, embodied by the six-seater flagship SUV Concept T09: in the way you arrive, the way you go about your day, and the space you share with others.

So what exactly lies behind this second aspect? Above all, architectural presence, plenty of space and even greater self-assurance. It is designed for people who move effortlessly between the executive suite in the morning and family life in the afternoon. Prestige and refinement are clearly evident here: in the space, in a thoughtful intelligence, in a sense of control that one possesses without having to ask for it. 

In the Concept T09, this is already evident in the silhouette. Flat, sharply defined surfaces meet rich, sweeping volumes, creating a dynamic interplay of power and sculptural depth. The proportions give the SUV a powerful, stable stance, whilst the sculpted bonnet emphasises strength and balance.

And then there’s the front end. At its centre sits a new, modular parametric grille, framed by a lighting signature featuring multi-layered crystal lights that are connected to the grille in the centre. AVATR describes it as reactive, as an interface between the vehicle and the driver. Added to this are 362 sculptural elements, spread across ten rows. And as soon as the car moves, a play of light, shadow and depth begins. Above it all rises a crystal logo.

The T09 also breaks new ground when it comes to colour. A two-tone scheme, reimagined as an avant-garde statement: Dark Tannin, a deep, dark red, lends the vehicle a sense of richness and self-assurance, whilst Pure Cotton White provides the contrast. The horizontal colour division below the grille flows seamlessly into the interior, which is finished in Digital Blossom.

The illuminated logo on the D-pillar is concealed beneath the surface and blends seamlessly into the design. The door handles with crystal details carry this concept through to the moment of touch: solid, tactile, a fusion of digital intelligence and fine materials.

Both the exterior and interior thus speak the same language of structure, surface and light; prestige is evident in every detail. Find out more about the Concept T09 here:

→ avatr.com