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AVATR VISION XPECTRA: Reduction and Emotion

The AVATR VISION XPECTRA from premium electric car brand AVATR gives us a glimpse of what the luxury car of the future might look like. For more in-depth insights, we spoke to Nader Faghihzadeh, Chief Design Officer and Executive Vice President at AVATR.

  • Text
    Lisa Kummerer
  • Photos
    AVATR

A car is more than just a machine. AVATR delivers on this idea with its vision car AVATR VISION XPECTRA, presented at IAA Mobility 2025 in Munich. For the premium electric car brand, whose design center is located in the Bavarian capital as well, the focus isn’t primarily on technology but also on movement in the sense of emotion. It’s about the bond between driver and car – as an emotionally intelligent companion. AVATR calls this “The Rise of Emotive Luxury”. We asked Nader Faghihzadeh, AVATR’s Chief Design Officer and Executive Vice President, what exactly that means, and how he defines design and luxury.

Mr. Faghihzadeh, what does design mean to you?

Design makes our attitudes visible. In a world that never stands still, design becomes an anchor – it gives form to the invisible force that connects us. For me, design isn’t about stopping time but about creating companions that move with us, reflect us and ground us.

AVATR’s motto, The Rise of Emotive Luxury, is based on an understanding of luxury that no longer revolves around ownership but around emotions. Correct?

Yes, the focus today is no longer on what you own but on what you feel. It’s about authentic experiences that resonate emotionally, not about status symbols.

“For me, design isn’t about stopping time but about creating companions that move with us, reflect us and ground us.”
Nader Faghihzadeh
And how does the AVATR VISION XPECTRA touch people?

The AVATR VISION XPECTRA touches people because it is more than just an object – it is a companion. We give empathy a form that unfolds from the inside out like shifting states of matter: from the pulse of light particles in the Vortex to the soft, translucent layers of the interior, all the way to the exterior, which evokes a prismatic glasshouse. Its monolithic surfaces seem to be pressed outward by an inner force – like a visible energy field. The result is not simply a car but a companion that creates resonance and builds a living relationship with its user.

“The AVATR VISION XPECTRA is not just an object, it’s a presence. It touches people by accompanying them.”
Nader Faghihzadeh
<b> Nader Faghihzadeh </b> is Chief Design Officer and Executive Vice President of AVATR. Under the leadership of Faghihzadeh, who has two decades of experience and a formative period at BMW, AVATR's design philosophy is characterized by meaning and emotion. His vision has transformed AVATR's Global Design Center in Munich into a creative hub where every vehicle is designed with sculptural clarity and emotional depth.
Nader Faghihzadeh is Chief Design Officer and Executive Vice President of AVATR. Under the leadership of Faghihzadeh, who has two decades of experience and a formative period at BMW, AVATR's design philosophy is characterized by meaning and emotion. His vision has transformed AVATR's Global Design Center in Munich into a creative hub where every vehicle is designed with sculptural clarity and emotional depth.
How did you translate this principle into the interior?

We designed the interior as a responsive capsule. At its center is the Vortex, the emotional heart where intelligence and intuition meet. The psychology of the space revolves around comfort, protection and dialogue – a place that adapts to your state of mind. Beyond that, light choreographs moods, technology breathes with the user and every detail is designed to foster emotional connection. The result is an interior that adapts to its passengers, making every ride both calming and inspiring.

More information:

→ www.avatr.com

Lisa Kummerer

Lisa Kummerer

Editor
Spent the weekends of her childhood alternating between a light blue Opel Olympia Rekord and a red Alfa Romeo Spider 2.0, mostly reading. The destination? The journey. Ever since, she has been enthusiastic about the beautiful things in life. Studied fashion journalism, practising editor. Most likely to be found in the cinema, in the kitchen, with a violin on her shoulder or lifting weights. Please note: rarely in the car.

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