Mercedes-Benz Rethinks Luxury in the Age of Ubiquitous Screens
Mercedes-Benz has stated that the large displays, once a defining feature of luxury cars, are no longer exclusive due to their increasing prevalence in the mass market.
Mercedes-Benz is focusing on software and craftsmanship to redefine luxury.
For years, cutting-edge technology and high-end features have differentiated luxury vehicles. Touchscreens and digital displays were a key part of this, with brands like Mercedes-Benz aiming for exclusivity with their large displays. The German automaker introduced the 56-inch triple-display Hyperscreen in models such as the Mercedes-Benz EQS.
However, Mercedes-Benz now believes that the Hyperscreen has lost its appeal as an exclusive luxury item. Gorden Wagener, Mercedes-Benz’s Chief Design Officer, stated that screens are not considered a luxury anymore because nearly every new car now has a large screen.
Speaking with ABC News, Wagener explained that because the advantage of having big screens is gone, Mercedes-Benz must find new ways to define luxury. The company is prioritizing improvements to its onboard software. “So we have to create luxury beyond the screen. That’s why I talk about craftsmanship and sophistication. There’s so much emphasis on making vehicles better.” Wagener added, “From the software side, it hasn’t been that good. Because when you have a big screen, you want to have great content on it. So we’re working on content that is more specific and more entertaining.”
The increasing focus on touchscreens in the automotive industry allows consumers access to an array of functions with a single touch. Even so, there are drawbacks to our over-reliance on screens, including the fact that displays quickly become covered in fingerprints. Another problem is that thick bezels aren’t aesthetically pleasing, particularly in a luxury vehicle. Oversized screens often eliminate physical controls, incorporating nearly all functions into the infotainment system. This has led to the elimination of the high-quality controls that many vehicle owners prefer.
Despite the fact that large digital screens are losing their exclusivity in the luxury car market, Mercedes-Benz will not abandon the Hyperscreen. In 2026, the Mercedes-Benz S-Class is slated for a mid-cycle facelift with a major upgrade. It is expected to get the triple-screen layout from the EQS, given that the current model already has a large center display. But the luxury car brand is keen to align its combustion engine range-topper with its flagship electric vehicle.
