IAA Mobility 2025

Avatr Vision Xpectra, the new Chinese-style luxury

The Chinese premium brand's presence at the Munich Motor Show anticipates its European landing. The Concept Vision Xpectra on display in Germany is not destined for series production, however, but is the technological and stylistic basis for future models coming in the next few years.

12 September 2025

3' min read

The Concept Vision Xpectra marks the beginning of a new era for Chinese premium brand Avatr, which is backed by Chinese giants Changan and CATL and also has Huawei as a partner. After this year's presence in the Konigsplatz exhibition area of the IAA 2025, Avatr is preparing to launch some of its models in Europe, where it has already set up its own style centre in Munich.

Design and extra large size

With a length of 5843 mm, a width of 2132 mm, a height of 1405 mm and a wheelbase of 3450 mm, the Vision Xpectra outperforms many European production limousines. The concept is based on a new design language that is characterised by clean surfaces, wide wings and large windows. The Concept is not intended for series production, but is a manifesto for the future.

Inside a sensory driving experience

The interior is designed for four individual seats and is characterised by emotional thermodynamics. The focus is on the so-called Vortex, an artificial intelligence-based control element that should create a real emotional bond between the driver and the car through psychedelic lighting effects and a creative impact of the driving dynamics as well.

The style centre in Munich has 200 designers

The cockpit is complemented by a transparent display and a multifunctional control located in the centre console that responds to touch and gesture control. Features include variable ambient lighting and organically shaped seats. The interior is also imbued with an emotional experience. Everything is created in the Munich style centre by 200 designers from 25 countries.

The technical and design basis is still to be defined

There is no technical information for the moment, although the Avatr models already on sale in China only include electric or range-extended variants. Among the car's highlights is the huge glass cabin that wraps around the entire structure. The front end is dominated by an unprecedented two-level light signature and a large air intake, and the logo appears directly on the bonnet.

Four models on sale, 17 more to come

Since its market launch in 2022, Avatr has already launched four vehicles: the Avatr 11 fastback crossover, the Avatr 12 liftback, the Avatr 07 SUV and the Avatr 06 sedan. According to Chinese media, so far more than 140,000 vehicles have been delivered by Avatr in China. By 2030, Avatr plans to expand its portfolio of offerings by launching 17 models for global markets as well.

Already 4 models on sale in 50 countries worldwide

Avatar already boasts around 190,000 car owners worldwide in more than 50 countries. Emotional luxury, explains head of design Nader Faghihzadeh, is defined by a focus on original design and intelligent technology. More than a car design, it is a form guaranteed by emotional intelligence that combines a sense of the future with timeless elegance.

Ambitious perspectives in the automotive sector

Drawing on the quality assurance that comes from Changan's 40 years of engineering and manufacturing experience, CATL's world-class technology in battery safety and energy efficiency, and its ICT partner's innovation in smart mobility, Avatr has consolidated all-round advantages in terms of both R&D and manufacturing and even the supply chain.

Avatar at the centre of Chinese brands' influence

The brand is aiming to climb the ranks of the global scene, accelerating its path to become a new international leader in luxury electric vehicles. This achievement will mark a significant turning point in the growing influence of Chinese car brands that are moving from large-scale production to top, high-end markets.

Stated target: Chinese-style luxury

After all, in the future, Chinese premium brands are not just aiming to offer the European market affordable cars, but have a vision for high-end luxury. One of these is set to be Avatr with the Vision Xpectra, which proposes the brand's creative and technological vision, but focusing on a different kind of luxury, the Chinese style and in particular Avatr's sensory luxury.