In a recent interview with ABC News, Mercedes-Benz design chief Gorden Wagener offered a candid assessment of the role of screens in the luxury automotive experience. His assertion? “Screens are not luxury.” Wagener argued that true luxury is conveyed to customers through “craftsmanship and sophistication.”
Despite this perspective, Mercedes isn’t abandoning its screen-centric approach. Wagener indicated that the company is actively working on enhancing the software and curating more compelling content to maximize the utility of its expansive displays. This follows the trend of many brands moving to larger infotainment displays in their vehicles.
While large touchscreens and digital gauge clusters have become commonplace in modern vehicles, Mercedes-Benz pushed the boundaries a few years ago with the EQS sedan’s Hyperscreen. This innovative setup spans the dashboard, comprising three screens seamlessly integrated behind a single, continuous pane of glass that extends across almost the entire width of the car.
One of the reasons behind Wagener’s viewpoint is that large screens are no longer unique, especially among Mercedes’s affluent clientele. “You have a better—and bigger—TV at home, right?” he pointed out. Furthermore, premium vehicles increasingly feature at least one screen that measures 10 inches or more. This trend has made bigger displays less effective at differentiating Mercedes, particularly as other manufacturers, such as Ferrari Purosangue, Ram 1500, and Jeep Grand Wagoneer, introduce their own screen-focused interiors, often with dedicated displays for the front passenger.
“So, we have to create luxury beyond the screen,” Wagener explained. However, he did not delve into specific strategies for how Mercedes intends to cultivate this sense of luxury, instead emphasizing that the hallmarks of a genuine luxury vehicle are “craftsmanship and sophistication.”
Despite Wagener’s comments, Mercedes is not planning to eliminate large displays. The S-class sedan, Mercedes’s flagship model, is scheduled for a significant refresh for the 2026 model year. It is anticipated that the S-class will incorporate the EQS’s Hyperscreen. Moreover, the latest E-class, which introduced the Superscreen only two model years ago, offers a slightly less extravagant digital experience.
While retaining its screen-based designs, Mercedes plans to enhance their functionality. Wagener’s remarks about screens came in response to inquiries from ABC News regarding customer feedback on features like the Hyperscreen in the EQS electric sedan. He acknowledged that the hardware is already “very good,” with displays that are visually impressive and feature sharp graphics. However, he noted that the software “hasn’t been that good.” The E-class’s infotainment system includes features such as TikTok, Angry Birds, and the ability to conduct Zoom video calls. Mercedes is also working to develop more specialized content for its oversized displays. “Because when you have a big screen, you want to have great content on it,” Wagener told ABC News. “So we’re working on content that is more specific and more entertaining.”
