What defines luxury in today’s automobiles? Is it the supple feel of fine leather, the seamless integration of advanced technology, or maybe even incredible off-road prowess? While modern amenities like advanced driver assistance and premium sound systems are undeniably desirable, automakers have increasingly focused on in-car screens to attract buyers. However, according to a recent statement from a Mercedes-Benz executive, this trend may be evolving.
In a surprising article published by ABC News, Gorden Wagener, the chief design officer at Mercedes-Benz, stated, “Screens are not luxury.” This statement comes as somewhat of a shock in a market saturated with displays and connectivity. Wagener further elaborated, as they have a “better – and bigger – TV at home, right?” The executive noted every car already comes with big screens to make the statement.
The all-electric Mercedes-Benz EQS sedan epitomizes this trend, boasting the MBUX Hyperscreen, a dashboard-spanning display panel composed of multiple individual screens encased under a single piece of glass. The system extends across the dashboard measuring an impressive 56 inches. This feature, though visually striking, has presented some challenges. Wagener acknowledged the strengths of the hardware while admitting software improvements were still needed to keep customers entertained. Infotainment interfaces can become overly complex and, in some cases, even become a safety hazard causing driver distraction.
Looking ahead, Mercedes-Benz appears poised to refocus on its traditional luxury values. Wagener expressed a renewed emphasis on “craftsmanship and sophistication,” signaling a potential return to high-end materials, refined designs, and unparalleled build quality. He has stated, “[Mercedes-Benz is] vehicles better.”
While the brand may not be abandoning screen technology altogether, they will most likely be refocusing their attention on the customer and making their vehicles better. According to reports, the company’s S-Class flagship sedan might be getting the high-end display when it is refreshed for 2026.
