"The future of EVs is about breaking boundaries" says Avatr chief design officer

Promotion: the premium electric vehicle (EV) brand Avatr's chief design officer Nader Faghihzadeh has designed the Avatr Vision Xpectra Vision Car to embody his philosophy that design should be "deeply personal".

Unveiled at the IAA Mobility motor show in Munich last weekend, the four-seater features luxurious details, including a central interaction hub made from glass and wood, and inflatable headrests that were informed by high fashion.

The Avatr Vision Xpectra has a long, low body with a prominent greenhouse that has a faceted, prismatic design that draws on Avatr's polyhedral logo.

Faghihzadeh's aim was to create a design that would feel personal and tailored to each user, enabling them to mirror themselves in the car.

"My overall design philosophy is to create meaningful, emotionally resonant experiences that go beyond aesthetics and functionality," he told Dezeen at the launch of the Avatr Vision Xpectra in Munich.

"I believe design should connect with people on a deeper level – reflecting their values, adapting to their needs and inspiring them every day."

Avatr's EVs are also designed to create a "deep emotional bond" with their users, according to Faghihzadeh.

"Unlike many EVs that focus purely on performance or technology, Avatr stands out by prioritising 'emotive luxury' – design that is intuitive, deeply personal and enriches everyday life on every level," he said.

Faghihzadeh believes that to create an inclusive and intuitive customer experience, it's also important to reduce the complexity of the design.

"There's always the need for elegance to reduce the complexity – on the one hand, the product should feel exclusive, on the other hand, it should feel inclusive and intuitive," he said.

"These two elements are quite important poles when designing a high-end product, because for high-end cars, you should not think too much," he continued. "It's about feeling, it's not about specs."

As well as being intuitive, Avatr Vision Xpectra was created to be welcoming to its users. Inside, dynamic ambient lighting moves along its interiors, reacting in real time to the passengers.

"The Avatr Vision Xpectra touches people because it is more than an object – it is a companion," Faghihzadeh said. "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," he continued. "In this way, Xpectra becomes not just a car, but a companion that creates resonance and builds a living relationship with its user."

The car also takes advantage of artificial intelligence (AI), with a "Vortex" in the middle of the dashboard that the brand describes as a "living AI entity" that engages with drivers through light and motion.

It is controlled by the brand's "Cortex" technology, which combines touch and gesture technology to let the user switch between advanced driver-assistance and fully autonomous modes.

"AI can help a lot from not only an experience perspective but also from a development perspective, to solve a lot of topics and have more individual options for each customer," Faghihzadeh added. "So you feel at home, you feel 'this is me', and the car can connect much better."

To Faghihzadeh, EV design offers new opportunities to create more innovative cars, such as the Avatr Vision Xpectra. While the concept model won't go into production, he said its design could influence upcoming Avatr models.

"As EV technology and battery life continue to advance, we have the freedom to rethink the traditional car model and explore entirely new design possibilities," he said.

"Without the constraints of combustion engines, we can create vehicles with more flexible proportions, innovative interiors, and unique forms that truly reflect the potential of electric mobility," he continued. "The future of EVs is about breaking boundaries and redefining what a car can be."

At the moment, Faghihzadeh believes EV design is held back by what people expect a car to look like, but he thinks the public's range of acceptance can be broadened.

"How much advanced versus conservative design can be used; where do you position yourself with your expression?" he asked. "There is a limit to what people will accept."

"Maybe the lowest limit [of design] should be 'mostly the same, yet different', but that is not enough for us," Faghihzadeh added. "As a brand, we want to try out new ways."

EVs will eventually become more tailored to the consumers, the designer said, adding that the next few years will be crucial.

"A tailored experience will be much easier in the future; there will be a lot of advancements – in every layer – as we are in touch with all these technologies," he said.

"In the next two years, a lot of things will happen," Faghihzadeh added. "We are in the middle of a revolution and therefore, we shouldn't stand still; we should think about future problems and pain points of users."

"Avatr is the mirror of you, the mirror of the user; we are a user brand and we want to give them a unique experience."

The photography and renders are courtesy of Avatr.

Partnership content

This article was written by Dezeen for Avatr as part of a partnership. Find out more about Dezeen partnership content here.

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