Dubai – Inspired by an exciting and dynamic concept of future luxury and representing a leap forward in the drive towards sustainable mobility paired with incredible style, the Mercedes-Benz VISION AVTR will make its Middle East debut at this year’s GITEX show. The annual consumer computer and electronics event, to be held at Dubai World Trade Centre, will welcome the groundbreaking concept car from 17 to 21 October. Displayed at the official Etisalat stand, and presented in partnership with Mercedes-Benz Middle East, the Mercedes-Benz VISION AVTR will thrill visitors with its awe-inspiring use of immersive technologies and innovative design. The VISION AVTR will be presented to the public at GITEX alongside the new EQS; the pioneering Mercedes-EQ model is redefining the progressive luxury and all-electric market in the region and spearheading Mercedes-Benz’s ambition to establish a fully electric fleet of vehicles by the end of the decade. The VISION AVATAR, a true vision for the future of mobility, was developed by Mercedes-Benz in collaboration with the filmmakers of AVATAR. The car’s conception merged with Mercedes-Benz’s prediction of radical new trends in mobility that will dictate the form and function of tomorrow’s vehicles. It combines the disciplines of interior, exterior and UX design on an unprecedented scale. The car’s distinctive inside-out styling was inspired by creatures from the AVATAR film, represented in its organic yet functional ‘One Bow’ shape and natural design language. Instead of a steering wheel, a multifunctional control element in the centre console allows man and machine to merge. By placing a hand on the control unit, the car’s interior comes to life. By lifting a hand a menu selection is projected onto the palm, which can be used to skip between in-car functions such as real-time 3D graphics to explore AVATAR’s fictional world of Pandora. The car’s seats are made from vegan DINAMICA®leather, the first microfiber that guarantees environmental sustainability throughout the entire production cycle, and the floor is decorated with an innovative wood called Karuun®. The raw material for Karuun naturally grows very fast and is harvested by hand in Indonesia. This gives the interior a warmth that radiates a connection with the natural world. As the EQS embodies the forward-looking vision of Mercedes-Benz designers, engineers and cutting-edge researchers, the Mercedes-Benz VISION AVTR represents the mobility solutions of a distant future, skillfully brought to life today.