VISION AVTR Featured in Mercedes-Benz Collaboration with ‘Avatar: The Way of Water’
Mercedes‑Benz VISION AVTR concept vehicle focuses on sustainability, respect and community which is the main message of the film.
Mercedes‑Benz has recently announced a collaboration with Avatar: The Way of Water from 20th Century Studios. This co-promotion campaign has a key message which is “Earth is our Pandora.” The film is set to be released on December 16, 2022. One of the key messages of the film is the focus on our planet and sustainability. This ties in well with the central Mercedes‑Benz corporate messaging: “Every action counts. Join our journey to a fully electric future.” And just in case you missed it Mercedes‑Benz is well on the way towards that electric future with their EQ line of electric vehicles. The new EQE SUV will be part of the campaign but that is not all. The VISION AVTR concept vehicle will also be featured.
The collaboration between this film and Mercedes-Benz makes sense on many levels. The first Avatar film released back in 2009 was one of the most successful films in history. It was the first to ever earn over $2 billion worldwide. Mercedes-Benz of course is one of the most successful automakers in history. The new film is full of vibrant environmental imagery. It is a film that plays strong to the message that we must take care of our planet. Mercedes-Benz is taking that approach as well.
Mercedes-Benz on the Collaboration
“AVATAR is one of the most successful film franchises in the world with a message that is also central to the Mercedes ethos and the targets set out in our ‘Ambition 2039’. We share the belief that we need a more respectful approach to nature and that we must conserve its resources.
This co-promotion with Avatar: The Way of Water is part of our journey as a company, and we salute the narrative of the AVATAR story on the need to strike a balance between environmental, economic and social interests. It is a source of inspiration as we pursue our sustainable business strategy,” says Ola Källenius, Chief Executive Officer of Mercedes‑Benz Group AG.
20th Century Studios on the Collaboration
“We are thrilled about our global collaboration with Mercedes‑Benz in celebration of Avatar: The Way of Water”, said Jon Landau, producer of the film. “This campaign extends the storytelling of the VISION AVTR, which was inspired by the Avatar franchise and designed in a partnership between our team at Lightstorm Entertainment and the visionary designers at Mercedes‑Benz.”
Mercedes‑Benz VISION AVTR
So, what do we know about this concept car? The design is meant to show an organic and natural flow. Sustainable materials are used throughout. For example, “vegan DINAMICA leather made from recycled materials, fast-growing Karuun (rattan) that can only thrive in biodiversity, and organic, compostable battery technology create a closed-loop economy.”
That is all well and good, but the really futuristic stuff is inside. “Instead of a conventional steering wheel, the VISION AVTR has a multifunctional control element in the center console. When passengers place their hand on the control, the interior comes to life and the vehicle recognizes them by their heart rate. When the user simply raises their hand, the intelligent system projects a menu selection onto the palm, allowing the user to choose intuitively between different functionalities.”
That technology might be a long way off. But with the history of Mercedes-Benz innovations it might be closer than we think.
Photos: Mercedes-Benz
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