AVATR, the innovative brand for electric mobility, made a major appearance at the IAA Mobility 2025 exhibition in Munich on Tuesday, September 9, 2025. The brand celebrated the world premiere of their new AVATR VISION XPECTRA at the event, showcasing the beginning of a new era in high-end mobility.
Under the theme of “Emotive Luxury,” AVATR presented their first Vision Car, marking a significant step in the brand’s journey towards redefining the emotional connection between humans and vehicles. The AVATR VISION XPECTRA was on display at stand KP185 in the IAA Open Space on Königsplatz.
Nader Faghihzadeh, Chief Design Officer and Executive Vice President at AVATR, explained the concept behind the AVATR VISION XPECTRA, stating that it aims to make the invisible visible – the emotional connection between human and vehicle. He added, “Emotive Luxury becomes reality: not status, but resonance. Not ownership, but feeling.”
The AVATR VISION XPECTRA embodies the essence of the brand, with every surface, detail, and interaction designed to create a deep emotional bond with the user. The experience is defined by three emotional pillars – “Bold Confidence,” “Vibrant Individuality,” and “Harmony with a Twist” – which come together to form the “Energy Force” that makes the car a living companion.
The Vision Car is not just a vehicle, but a living being on wheels. Its sculptural exterior exudes presence and clarity, while the interior conveys warmth and a sense of security. The vehicle is equipped with intelligent sensors and responsive ambient lighting, allowing it to breathe and react. At the heart of the car is the Vortex – more than just an interface, it is a perceptive, learning, and interactive companion made of light and movement.
Under the leadership of Nader Faghihzadeh, who brings two decades of experience and a formative period at BMW, AVATR’s design philosophy is shaped by meaning and emotion. The AVATR Global Design Centre in Munich serves as a creative hub where every vehicle is crafted with sculptural clarity and emotional depth. With the AVATR VISION XPECTRA, the brand reaches the next stage in its design language, merging beauty with purpose.
AVATR stands for vehicles with an Emotive Companion, which adapts to the user and reflects their values and emotions. The brand combines natural warmth with futuristic sophistication, carefully selecting materials and surfaces that evoke specific emotions.
AVATR is aimed at New Era Pioneers – design and technology enthusiasts who seek boundary-pushing aesthetics, personal expression, and an authentic connection between technology and human values. The brand offers soulful systems rather than just smart products, making it a perfect fit for this target audience.
“Emotive Luxury” is the guiding theme for AVATR’s forward-looking vision. The AVATR VISION XPECTRA paves the way for a future in which vehicles offer companionship, intuition, and personal resonance, making mobility an immersive and emotionally enriching experience.
In addition to the AVATR VISION XPECTRA, the brand also presented its production vehicles AVATR 06, AVATR 07, AVATR 11 Royal Edition, and AVATR 012 at IAA 2025. Each model reflects the promise of “Emotive Luxury” in its own unique way. Visitors were invited to experience AVATR’s distinctive approach to design and technology at stand KP185 in the IAA Open Space on Königsplatz. With preparations underway to enter the European market, the AVATR exhibition stand was a must-see for anyone interested in the future of mobility.
Faghihzadeh concluded, “AVATR is the projection of your true self. Emotional connection, self-expression, and social signaling are essential. At IAA 2025, the AVATR VISION XPECTRA encapsulates our vision of the future of mobility. The journey has only just begun, and the road ahead is full of possibilities.”
AVATR is a forward-thinking premium brand for intelligent electric mobility, founded with the aim of redefining the relationship between humans and vehicles. Their design philosophy centers around “Emotive Luxury,” understanding mobility as an emotional experience that goes beyond functionality. The AVATR Global Design Centre in Munich is a hub for creative innovation and the fusion of vision and craftsmanship. With a portfolio ranging from Vision Cars to production models, AVATR is paving the way for a new era of high-end mobility.
For more information, visit: www.avatr.com/en
Press Contact AVATR:
Qian Chen
qian.chen@avatr.eu
Press Contact Piston Agency:
Katharina Bauer & Silvia Leißner
avatr@pistonagency.com
