Mercedes Admits Large Screens Aren’t Synonymous With Luxury
For decades, luxury cars have been defined by the quality of their materials, craftsmanship, and powerful engines, particularly in flagship models. However, in the modern automotive landscape, automakers are increasingly focused on incorporating large displays, advanced software, and innovative gadgets to compete in the high-end market.
Mercedes-Benz, a brand synonymous with luxury, has acknowledged that the emphasis on screens may not be the defining factor for luxury vehicles. Chief Design Officer Gorden Wagener, in an interview with ABC News, candidly stated, “Screens are not luxury.” This statement is particularly noteworthy given Mercedes’ prominent use of the Hyperscreen, a 56.0-inch triple-display setup featured in models like the EQS.
Mercedes recognizes it must enhance other aspects of its vehicles to maintain its prestigious reputation: “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 also conceded that the software side of these expansive screens has not met expectations: “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.”
Despite these reservations, Mercedes plans to incorporate the Hyperscreen layout into the S-Class during a mid-cycle refresh in 2026, aligning its combustion-engine flagship with its electric counterpart. The overreliance on screens presents several challenges, including the attraction of fingerprints, unflattering bezel designs, and the elimination of physical controls in favor of touchscreen interfaces.
When asked about the role of artificial intelligence in car design, Wagener offered a frank assessment: “You get 99 percent of crap with AI.” However, he believes AI’s capabilities will improve drastically, projecting that AI will handle most design tasks within a decade, potentially making designers obsolete.
