Nader Faghihzadeh: "In our vision, the car stops being a machine and becomes a companion"

In an age shaped by hyperconnectivity, rapid change and increasing fragmentation, the desire for authentic emotional and sensory experiences is more pronounced than ever. This yearning extends beyond sectors such as fashion and hospitality, reaching into the realm of mobility. The EV market is undergoing a dynamic evolution, with pioneering brands and fresh concepts redefining the landscape. Amid this swift transformation, true distinction demands more than innovation – it calls for a compelling and enduring vision that resonates deeply and stands the test of time. 

What does this signify for the future of design? For Avatr, it presents a unique opportunity to infuse depth and sensuality into every aspect of our creations. In a world where connectivity and speed threaten to flatten our experiences, my mission is to restore richness – through materials, atmosphere and emotion. A car, in this context, becomes a sanctuary amid the turbulence: a haven that slows the pace and envelops the senses. 

Here lies the potential to craft spaces that transcend mere functionality, embodying emotional intelligence at their core. Technology is envisioned not as a cold instrument, but as an empathetic partner. Design evolves into a choreography of light, materials and interactions, with the human at the centre. 

Our very first ‘vision car’ – the Avatr Vision Xpectra, unveiled at the 2025 IAA exhibition in Munich – stands as the purest expression of what I call ‘Emotive Luxury.’ It is the living embodiment of our design philosophy. Emotive Luxury is woven into every layer: from the pulsating light particles within the ‘Vortex’ on the dashboard top, to the soft, translucent textures of the interior, and the exterior – which shimmers like a prismatic glasshouse. Its monolithic surfaces appear shaped by an inner force, radiating a palpable energy field. 

Today, luxury is no longer about ownership or status symbols, nor about showing off, but about authentic experiences, personal resonance, and truly feeling more. For us, it is about soul and measured by the depth of experience, not by excess.

The Xpectra transcends the notion of a car, becoming a true companion – one that fosters resonance and forges a living relationship with its user. It moves people because it is more than an object. Here, empathy takes form, unfolding from within, creating a profound connection. From this conviction emerged our Emotive Luxury philosophy, expressed through three layers: Bold Confidence, Vibrant Individuality and Harmony with a Twist. 

All of these elements flow together through an aggregation of energy in different states of matter, the thread that makes every touchpoint of our cars feel connected and alive. This new approach redefines the meaning of luxury. Today, luxury is no longer about ownership or status symbols, nor about showing off, but about authentic experiences, personal resonance, and truly feeling more. For us, it is about soul and measured by the depth of experience, not by excess.

This philosophy extends through all our production models – the Avatr 06, 07, 011 and 012. It shapes not only how our cars look, but influences our entire design process, from initial sketch to final material selection. Our Global Design Centre in Munich brings together talents from more than 30 nations, combining diverse perspectives and expertise, and fostering a culture of exchange and inspiration. Collaboration is our strength – when different disciplines and cultures meet, new energy is born. 

The fusion of automotive and fashion opens new possibilities to craft luxury as an emotional experience – individual, sustainable and sensual

I approach every challenge holistically. To me, a design philosophy holds true value only when it possesses universal applicability. I draw inspiration from many disciplines: from architecture’s spatial clarity, art’s ability to provoke emotion and fashion’s intimacy with the body. Beyond references, I believe design must open new spaces – for reflection, belonging and feeling more deeply. At Avatr, we are open to new impulses and see design as a platform for creative collaboration. 

Another central theme is the growing desire for individualisation. The dialogue between automotive and fashion has become especially inspiring. Both disciplines work with proportions, lines, and materials to create identity and desirability. The fusion of automotive and fashion opens new possibilities to craft luxury as an emotional experience – individual, sustainable and sensual – and we have already collaborated with Kim Jones on the Avatr 012 and Matthew M. Williamson on the Avatr 011. 

In the end, it’s about creating memories that go beyond the road, into new dimensions of feeling, identity, and inspiration. Design is beyond great aesthetics – it’s an attitude. In our vision, the car stops being a machine and becomes a companion: a mirror of you, shaped by a force that connects across dimensions. It’s not about ownership, but about resonance – not speed alone, but depth. This is the essence of Emotive Luxury