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Daimler goes Hollywood with ‘Avatar’-inspired cyborg concept car

Daimler AG chief govt officer Ola Kallenius paused an bold cost-cutting marketing campaign lengthy sufficient on Jan 6 to unveil a futuristic idea car impressed by probably the most costly Hollywood blockbusters ever made.

The Mercedes-Benz AVTR, named after the environmentally-conscious sci-fi movie Avatar, is designed to showcase a melding of human and machine interplay for a mode of transport “within the very distant future”, in keeping with the German carmaker.

Oscar-winning director James Cameron joined Kallenius on stage at MGM Park Theater to debut the car throughout the Shopper Electronics Present, now referred to as CES, in Las Vegas.

The electrical-powered automobile includes a absolutely recyclable battery, lateral crab-like motion and no steering wheel. As an alternative, a biometric management perform “permits human and machine to merge” because the automobile displays the motive force’s respiration patterns, the corporate stated.

The Tinseltown glamour at one of many world’s greatest gatherings of tech aficionados marked a jarring distinction with Kallenius’ latest public appearances after taking on the world’s largest premium-car producer from veteran chief Dieter Zetsche final yr.

The brand new CEO has vowed to slash greater than 10,000 jobs worldwide to save lots of €1.4bil (RM6.41bil) by the tip of 2022. That comes as world demand for vehicles waned after a decade of just about uninterrupted development. Daimler can be conserving money to pay for an electric-powered car blitz wanted to satisfy emissions guidelines in Europe and compete with trade chief Tesla Inc.

It’s unclear whether or not the brand new idea car will make an look within the long-awaited Avatar sequel movie, the discharge date of which has been pushed again from later this yr to December 2021. That’s one aspect of the movie franchise that Kallenius gained’t be eager to emulate as Daimler strikes forward with plans to introduce greater than 10 fully-electric automobiles over the subsequent three years. – Bloomberg

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