Avatr Vision Xpectra concept transforms cars into ‘emotionally intelligent companions’

‘Emotive luxury’ – beauty you don’t just see, but that evokes a sense of joy. That was Nader Faghihzadeh’s design philosophy during the conception and production of the new Avatr Vision Xpectra, a ‘vision car’ that was unveiled in Germany recently, during IAA Mobility 2025. With it, the chief design officer and executive vice president of Avatr is setting new standards for car design. In conversation with him, we learn what he feels modern design must achieve, how it shapes our daily lives, and what he means by ‘emotive luxury’.

‘Design accompanies us at every moment, often without us even noticing,’ Faghihzadeh says. ‘It’s this very natural presence that shows how deeply design influences our lives. It can inspire, soothe, or energise us – and that’s where its true potential for innovation lies. By blending bold confidence, vibrant individuality, and harmony with a twist, the Avatr Vision Xpectra redefines mobility as a deeply personal, sensory, and meaningful experience.’

The first vision car from Avatr – following the Avatr 06, Avatr 07, Avatr 11, Avatr 12, and the special editions Avatr 011, co-designed with Matthew Williams, and Avatr 012 Gran Coupé, designed in collaboration with fashion designer Kim Jones – is centred on creating an emotional response between people and product.

With the Avatr Vision Xpectra, Faghihzadeh presented his vision for the future of design and mobility. So, what does this have to do with luxury? ‘My philosophy is to redefine luxury – not through status symbols, but through genuine emotion.’ Every detail is crafted to create a direct connection between human and vehicle. The blend of innovative technology and sensual design creates an experience that goes far beyond driving. ‘Emotive luxury means the car becomes a companion, understanding our needs and reflecting our personality,’ says Faghihzadeh.

The car’s exterior is defined by clear, powerful lines that express composure, tension, and modern architecture. Inside, premium materials with cutting-edge technology create an intelligent, immersive space; the car’s interaction system – ‘The Vortex’ – is finely tuned to respond to cues that help it gauge your needs like an intelligent companion, rather than a machine.

‘The Avatr Vision Xpectra touches and moves people because it is more than an object – it is a companion. We give empathy a form that unfolds like states of matter from the inside out: from the pulse of light particles in The Vortex, to the soft, transparent layers of the interior, and finally to the exterior, which appears like a prismatic glasshouse. Its monolithic surfaces seem as if pushed outward by an inner force – like a visible energy field. In this way, Xpectra becomes not just a car, but a companion that creates resonance and builds a living relationship with its user,’ says Faghihzadeh.

His aim is to inspire the wider industry to create vehicles that are true companions – responsive, intuitive, and reflective of our personalities. ‘This means prioritising design that adapts to individual needs and uses materials and technology to evoke emotion, and redefining luxury as something personal and meaningful for every user. Design needs to become bolder and more personal again,’ Faghihzadeh concludes.

vision.avatr.com