Luxury electric mobility brand AVATR made a grand appearance at the IAA Mobility 2025 exhibition in Munich on Tuesday, September 9, 2025. The brand celebrated the world premiere of their latest model, the AVATR VISION XPECTRA, at stand KP185 in the IAA Open Space on Königsplatz.
With the guiding theme of “Emotive Luxury,” AVATR’s first Vision Car marks the beginning of a new era in high-end mobility. According to Nader Faghihzadeh, Chief Design Officer and Executive Vice President at AVATR, the AVATR VISION XPECTRA aims to “make the invisible visible – the emotional connection between human and vehicle.” Faghihzadeh further explains, “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. The experience is defined by three emotional pillars: “Bold Confidence,” “Vibrant Individuality,” and “Harmony with a Twist,” all coming together to form the “Energy Force” – the invisible pulse that makes the car a living companion.
AVATR’s Vision Car is not just a vehicle, but a living being on wheels. The sculptural exterior exudes presence and clarity, while the interior conveys warmth and a sense of security. Intelligent sensors and responsive ambient lighting allow the car to breathe and react, with the Vortex at the center – more than just an interface, but a perceptive, learning, and interactive companion made of light and movement.
Under the leadership of Faghihzadeh, who brings two decades of experience and a formative period at BMW, AVATR’s design philosophy is shaped by meaning and emotion. The brand’s 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 company has reached the next stage in its design language, combining beauty with purpose.
AVATR’s brand stands for vehicles with an “Emotive Companion” that accompanies the user and adapts to them. The brand’s values and emotions are perceived and reflected in each vehicle, with a combination of natural warmth and futuristic sophistication. Materials and surfaces are carefully selected to evoke specific emotions, rather than just for their appearance.
AVATR is aimed at “New Era Pioneers” – design and technology enthusiasts seeking boundary-pushing aesthetics, personal expression, and an authentic connection between technology and human values. The brand offers soulful systems rather than just smart products, catering to their target audience’s desire for emotional resonance.
“Emotive Luxury” serves as 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, transforming mobility into an immersive and emotionally enriching experience.
In addition to the AVATR VISION XPECTRA, the brand also showcased their production vehicles – AVATR 06, AVATR 07, AVATR 11 Royal Edition, and AVATR 012 – at IAA 2025. Each model embodies the promise of “Emotive Luxury” in its own unique way. Visitors were invited to experience AVATR’s unique approach to design and technology at stand KP185 in the IAA Open Space on Königsplatz. As AVATR prepares to enter the European market, their exhibition stand was a must-see for anyone interested in the future of mobility.
Faghihzadeh concludes, “AVATR is the projection of your true self. Emotional connection, self-expression, and social signalling 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.”
About AVATR
AVATR is a premium brand for intelligent electric mobility, founded with the goal of redefining the relationship between human and vehicle. The brand’s design philosophy, “Emotive Luxury,” places mobility as an emotional experience that goes beyond functionality. AVATR combines authentic design with advanced technology, always prioritizing people and their needs. The Global Design Centre in Munich serves as 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, please visit: www.avatr.com/en
Press Contact AVATR
Qian Chen
qian.chen@avatr.eu
Press Contact Piston Agency
Katharina Bauer & Silvia Leißner
avatr
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.