In a recent interview, Mercedes-Benz design chief Gorden Wagener made a surprising statement: “screens are not luxury.” While this might seem counterintuitive given the prevalence of large displays in modern vehicles, especially in Mercedes models like the EQS sedan with its expansive Hyperscreen, Wagener’s comments offer insight into the brand’s evolving design philosophy.
Wagener argues that true luxury is defined by “craftsmanship and sophistication.” He points out that the presence of big screens is becoming increasingly common, even in non-luxury vehicles, making them less of a differentiator. “You have a better—and bigger—TV at home, right?” he stated, highlighting that mere size isn’t enough to impress.
Despite Wagener’s views, Mercedes isn’t planning to eliminate large displays. The upcoming refresh of the S-class sedan for the 2026 model year will likely incorporate the EQS’s Hyperscreen. Moreover, the recently introduced E-class features the Superscreen, a similar, though slightly less extensive, setup.
Mercedes is focused on enhancing the value of its displays. Wagener admitted that the hardware is “very good”—the screens boast modern aesthetics and crisp graphics—but the software “hasn’t been that good.” To address this, the company is creating more specific and engaging content. The aim is to provide passengers with enriching entertainment.
The E-class’s current infotainment system includes apps such as TikTok and features like the ability to make Zoom video calls, but Mercedes intends to expand upon these capabilities. The ultimate goal is to ensure that the screens offer content that makes them truly desirable.
“Because when you have a big screen, you want to have great content on it,” Wagener said. “So we’re working on content that is more specific and more entertaining.”
