Mercedes-Benz is rethinking its approach to luxury, according to a recent interview with the automaker’s chief design officer, Gordon Wagener. While the brand has integrated some of the largest in-car screens on the market, Wagener is signaling a shift away from screen size as the primary indicator of luxury.
In a conversation with ABC News, Wagener stated, “screens are not luxury,” despite Mercedes-Benz’s prominent use of expansive displays, such as the 56-inch triple-display found in the EQS sedan and SUV. He emphasized a need to move beyond the screen-centric approach:
“You have a better — and bigger — TV at home, right? And every car has a big screen. 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 [Mercedes] vehicles better.”
Wagener acknowledged that the company’s flagship MBUX Hyperscreen isn’t available across its entire range, noting that while the hardware is solid, the software needs improvement, particularly in content delivery. He indicated that Mercedes-Benz is actively working on developing more specific and engaging content for passengers.
On the topic of artificial intelligence, Wagener revealed that the German automaker is experimenting with AI in car design, albeit in its early stages. He described the process as a work in progress:
“We work with AI now. You get 99% of crap with AI and sheer quantity. That’s the biggest problem — sorting out the good stuff from the bad. But you get 1% good stuff and we keep learning. It’s getting better every day.”
He further added that AI will significantly transform the design process, suggesting that AI could potentially handle the majority of design work within a decade. Wagener joked that his “successor will be a machine and will be much cheaper than my salary.”
While the company’s focus on screens and AI is clear, Wagener’s comments demonstrate a nuanced approach to in-car technology and the future of luxury automotive design. The emphasis is shifting towards a more holistic concept of luxury centered on craftsmanship and refined software implementation.
