For decades, luxury cars were defined by the quality of their materials, impeccable craftsmanship, and powerful engines. Today, however, the industry seems locked in a race to fit as many screens as possible into car interiors, making oversized digital displays the new symbol of opulence. But Mercedes-Benz is taking a step back and rethinking what true luxury means in the automotive world.
Gorden Wagener, Mercedes-Benz’s Chief Design Officer, has voiced his concerns about the industry’s screen obsession, asserting that “screens are not luxury.” In an exclusive interview with ABC News, he acknowledged that while large displays once felt innovative, they are now common in almost every car. “Every car has a big screen,” Wagener stated, reinforcing that the automaker must focus on aspects beyond digital gimmicks to maintain its luxury heritage.
The Evolution of the Mercedes Interior
Mercedes-Benz was among the pioneers of in-car digital displays, pushing boundaries with its 56.0-inch Hyperscreen in models like the EQS. However, Wagener admits that simply increasing screen sizes is not enough to sustain the brand’s premium image.
“We have to create luxury beyond the screen,” he said, emphasizing craftsmanship and sophistication as key areas of focus. He hinted at a shift toward refined materials, superior ergonomics, and improved in-car experiences that transcend digital interfaces.
While screens won’t disappear entirely, Mercedes recognizes the challenges they bring. Fingerprint smudges, thick bezels, and the removal of traditional physical controls have detracted from the elegance of high-end vehicles. Wagener acknowledged that the software experience on such large displays has often failed to meet expectations, admitting, “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.”
The Future of the S-Class: A Balance of Tech and Tradition
Despite Mercedes’ reservations about screen overload, digital interfaces remain a crucial part of its strategy. The upcoming mid-cycle facelift for the S-Class, set for 2026, will bring a “major upgrade,” aligning its display layout with that of the EQS. While the move ensures the brand’s flagship combustion vehicle remains on par with its electric counterpart, Mercedes is keen on refining the software and user experience rather than just expanding screen real estate.
Luxury, Wagener argues, is about more than digital novelties. Many enthusiasts lament the disappearance of tactile, high-quality buttons and knobs in favor of touchscreen controls. The company appears to be considering ways to restore the balance between technology and traditional craftsmanship, ensuring that the luxurious experience extends beyond the visual appeal of ambient lighting and expansive displays.
The Role of AI in Car Design
Looking ahead, Wagener also touched on the growing influence of artificial intelligence in car design. While acknowledging that AI-generated designs today are largely subpar, he predicts that within a decade, AI will handle most of the design process, potentially making human designers obsolete. “I think in 10 years, maybe most of the design will be done by AI, and it will make designers obsolete. My successor will be a machine and will be much cheaper than my salary,” he joked.
While the future of automotive design remains uncertain, Mercedes-Benz is making it clear that true luxury is more than just screens. As the industry moves forward, it remains to be seen how brands will strike a balance between digital innovation and timeless craftsmanship.
