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At a trade fair known for presenting innovative, groundbreaking technologies, the introduction of the pioneering concept vehicle VISION AVTR created a perfect bridge between consumer electronics and automotive topics. Media and visitor interest in the car—developed by Gorden Wagener, Head of Design at Mercedes-Benz, his team, and a Disney crew—was enormous. During CES, the stand received a wide range of Best-of-Show awards, including honors from US technology platforms such as Engadget, SlashGear, and GeekSpin.
The VISION AVTR embodies the vision of Mercedes-Benz designers, engineers, and trend researchers for the mobility of the future. Inspired by the fictional universe of Hollywood director James Cameron’s Avatar, the high-tech vehicle also demonstrates a radically new form of interaction between human, machine, and nature. This groundbreaking fusion of human and machine was at the center of the stand presentation at CES.
In Las Vegas, Mercedes-Benz not only looked far into the automotive future—it was also the first time visitors had the rare opportunity to experience and even interact with the VISION AVTR up close.
The exhibition area “Inspire” formed the starting point of an engaging customer journey. Here, visitors found extensive background information about the vehicle on seven large steles, including details on the striking “Woodsprite Wheels,” revolutionary battery technology, and vegan DINAMICA® seat leather. Design sketches were also displayed, offering insights into the development process of the concept study.
The “Excite” area provided the highlight of the presentation: trade fair visitors immersed themselves in a multisensory experience of light, fog, music, and vehicle. The “excitement” began as soon as visitors approached the VISION AVTR: like an animal raising its ears, the concept vehicle “greeted” them with 33 movable fin-like elements on its rear, which moved and illuminated in an organic way.
As the final stage of the customer journey, the “Immerse” area offered visitors the opportunity to sit inside the VISION AVTR for the first time. This created a fully immersive experience, as digital content was projected outward onto a screen placed in front of the vehicle. The AVTR’s main display thus merged reality and cinematic world into a unique exhibition experience.
