{"id":71507,"date":"2025-09-15T16:16:55","date_gmt":"2025-09-15T14:16:55","guid":{"rendered":"https:\/\/autodesignmagazine.com\/2025\/09\/avatr-vision-xpectra-quando-il-lusso-e-emozione\/"},"modified":"2025-09-19T16:48:53","modified_gmt":"2025-09-19T14:48:53","slug":"avatr-vision-xpectra-quando-il-lusso-e-emozione","status":"publish","type":"post","link":"https:\/\/autodesignmagazine.com\/en\/2025\/09\/avatr-vision-xpectra-quando-il-lusso-e-emozione\/","title":{"rendered":"AVATR VISION XPECTRA, WHEN LUXURY IS EMOTION"},"content":{"rendered":"

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“Design is the driving force behind innovation in the automotive world.” With these words Nader Faghihzadeh, Chief Design Officer of the Chinese brand Avatr, introduces the concept Vision Xpectra, a car that anticipates some of the contents that we will find on the future models signed by Avatr and which aims to revisit the concept of luxury and the emotional experience that is created in the encounter and interaction of man with the vehicle. “Design means capturing the energy of the moment and translating it into a form that touches and inspires,” explains Faghihzadeh. Design is a living process, a choreography of movement, light and emotion that transcends the visible.”<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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The redefinition of the concept of luxury takes into account the continuous change: if once it was defined by the status achieved, today it is more related to individuality and emotional connection. “The concept car is no longer just a machine, but an intelligent travel companion that perceives, responds and adapts to its user. It’s not about showing more, it’s about feeling more,” Faghihzadeh observes.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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Obviously, technology also plays a fundamental role in the project and is not intended as a useful but cold tool, incapable of transmitting emotions, but rather, explains the designer, “as an empathetic and collaborative companion designed to simplify and enrich the lives of the occupants”. The designers opted for clean, flowing surfaces and achieved monolithic exteriors in favor of aerodynamics, a high beltline, glass roof, wafer-thin pillars, and warm, enveloping interiors. Emotional and sensory elements have been integrated through dynamic cabin lighting that combines soft-touch materials (such as nubuck leather for seats and door panels and silk for floor mats) and an intuitive user interface.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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The interior has been conceived as a capsule that conveys safety, but at the same time offers the occupants the opportunity to admire the landscape. For greater comfort, passengers can count on the AI in the cabin, called Vortex, capable of anticipating their desires and intuiting their emotional state and thus adapting the music and lighting environment to their needs. “AVATR Vision Xpectra is a project unlike any other. It aims to become a projection of the self, in which emotion meets form and soul meets surface.\u201d continues Faghihzadeh. \u201cThe result is a vehicle that is both a mirror that reflects the image and desires of the users and a travel companion that shapes the future of mobility through the artistic fusion of technology and emotion. Luxury reborn as emotion, mobility reborn as companionship.\u201d<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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