Mercedes-Benz is recognizing a shift in the automotive landscape. The German luxury carmaker admits that the advantage once held by its large, advanced displays is diminishing, as similar technology becomes increasingly prevalent in the mass market.
For years, high-end features, often technology-driven, differentiated luxury vehicles. Mercedes-Benz, like other luxury brands, sought to enhance this distinction with the introduction of large touchscreens and digital displays. A prime example of this was the 56-inch triple-display hyperscreen found in models like the Mercedes-Benz EQS.
However, the company now believes the hyperscreen has lost its exclusivity. In the words of Mercedes-Benz’s Chief Design Officer, Gorden Wagener, “Screens are not luxury.”
Wagener believes that simply adding more screens to a dashboard is no longer innovative, given the prevalence of large displays in a wide range of vehicles. Speaking to ABC News, Wagener stated that with the competitive advantage of large screens diminished, Mercedes-Benz must “create luxury beyond the screen.” The company is now focusing on improving the software within its vehicles. “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 expanded on the software shortcomings: “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 trend toward touchscreens, while providing a wide range of functionalities, has some drawbacks. Fingerprints accumulate easily on the displays, and thick bezels can detract from a luxury aesthetic. Moreover, oversized screens often replace physical controls, which many car owners prefer, with functions buried in the infotainment system.
Despite acknowledging the changing landscape, Mercedes-Benz isn’t abandoning its hyperscreen technology. The Mercedes-Benz S-Class is slated for a mid-cycle facelift in 2026, featuring a major upgrade that will likely incorporate the triple-screen layout from the EQS. While the current S-Class already has a large central display, the company aims to align its flagship combustion car with its electric vehicle counterpart.
