Gorden Wagener, Chief Design Officer at Mercedes-Benz, recently made a bold statement: “Screens are not luxury.” This comment signals a potential shift in the automaker’s strategy, moving away from the current trend of incorporating massive screens into vehicle interiors.
This declaration comes as a surprise, particularly considering Mercedes’ recent emphasis on its Hyperscreen. This expansive 56-inch display, prominently featured in the EQS sedan, led many to believe the company was fully embracing the large-screen movement. In fact, not long ago, Mercedes-Benz hinted that even larger screens might be introduced in future models. However, Wagener’s statement reveals a degree of uncertainty about the direction of infotainment design.
Even with this shift in perspective, the upcoming S-Class facelift will retain the Hyperscreen, as confirmed by spy shots of test vehicles. This suggests a more gradual transition away from large displays. This also indicates that the company will need some time to retool production and design aspects of future models to suit the new screen sizes.
While Mercedes is reevaluating its approach, BMW has adopted a contrasting philosophy. The company has explicitly stated its decision to forgo increasing screen sizes, focusing instead on technologies such as the Panoramic iDrive system. This system projects crucial data onto the windshield, allowing the driver to receive important information without being distracted by a large display. BMW has chosen to emphasize driver focus, while keeping entertainment for passengers a key element of its designs.
Despite any potential drawbacks, large screens still offer undeniable advantages, especially for passenger entertainment. With the growing advent of autonomous vehicles, this trend has seen rapid growth. Consider BMW’s 7 Series, which provides an optional 31-inch 8K panoramic Theater Screen for rear-seat passengers, essentially creating a mini movie theater inside the vehicle. Mercedes is also exploring innovative uses for big screens, collaborating with Sony to potentially bring IMAX movies to its vehicles. This capability could become particularly valuable as autonomous driving technologies advance.
For now, automakers are pursuing different strategies. Mercedes is still utilizing large screens but is beginning to question their place in luxury vehicles. In contrast, BMW is focused on driver-centric designs and technology. Regardless of which direction the automakers take, the core objective remains the same: to improve the driving experience while preserving comfort, safety, and convenience. Wagener’s initial comment suggests that Mercedes will prioritize enhancing other aspects of the driving experience to deliver luxury, rather than relying solely on screens; it will be interesting to see how this plays out for them in the future.
