But for our Group, the 2020 edition of CES has a completely different message in store, and in my opinion it’s far removed from the grand presentation of the new show car. In my view, the cooperation with the famous filmmaker James Cameron, his team, and the fascinating Avatar universe goes much, much deeper than that. This cooperation represents not only a cultural transformation, but almost a type of movement that once again links us more closely and more intensely with nature and our environment.
Please let me expand on that a little: I watched the film “Avatar” in a movie theater three times within ten days. After each of these viewings, the asphalt under my shoes felt extremely out of place. I wanted to take off my shoes and run across the forest floors of distant planets. I wanted to enjoy the fresh air and stop running now and again in order to absorb the impressive interconnections between the flora and fauna.
The film’s protagonist, Jake Sully, may have had somewhat similar feelings during his initial experiences within the avatar of a Na'vi. The horizon-expanding impressions he gains on the moon called Pandora possibly describe in a wonderful way, how everything is connected with everything else and tell us that we will have a future on this planet Earth only if we not only recognize this connection but also act on this recognition in our daily lives.
At this point it should be clearly noted that our designers have already been inspired by nature for many years. You can see that in various elements of the show cars, and of course also in the Vision AVTR, whose tires remind me of the glowing jellyfish on Pandora, and in the seats we are presenting, which are almost shaped like flowers.
I simply believe that the Avatar story and the transformation of Jake Sully also reflect the cultural transformation that is taking place within our Group, within our sector, and perhaps even within our society as a whole. People who don’t learn to coexist with our environment in the future, who can’t present any sustainable strategies, and who believe they can go on living with an “after me, the deluge” mentality will not only be left behind during these transformative years — they will have to fear for the continued existence of the company.
And that’s why I believe that this cooperation is not simply a typical marketing maneuver — in my view this is purpose. Why is that? Because I know how strongly my colleagues support it and how much they are inspired by it.
Product design, research & development, and how we ultimately want to thrill our customers with the results — THAT defines the future of this Group.
And this is where we can not only score points by means of sustainable luxury and a strategy that is committed to resource-conserving production — we can also actively influence the future of this planet in a positive way.
Just as Jake Sully successfully did on Pandora!