Mercedes isn't necessarily moving away from the big screens. But it's no longer so luxurious, says the design director.
Screens are taking up more and more space in modern cars. But luxury is not necessarily associated with large screens, says Mercedes.
It has long been the case that more expensive cars were defined by the quality of the materials and the assembly quality.
The engines were also an important selling point, as the large engines were typically reserved for the top models.
In 2025, premium carmakers are trying to outdo each other with huge screens, smart software and other gadgets. But Mercedes recognizes that an expensive car should not be measured by how big the screens in the cabin are or are not.
In an interview with ABC News , Mercedes design chief Gorden Wagener admitted that "screens are not a luxury."
According to Wagener, there is no longer any value in cramming as many screens as possible into the car and calling it instrumentation, as "every car has a big screen".
It comes from the same brand that just a few years ago couldn't make it sound good enough that their instrumentation consisted of a 56" screen.
Or actually several. Hyperscreen, as the Germans call it, consists of three screens that simply look like they merge into one large panel.
Today, the brand admits that there are areas that need to be improved if they are to live up to the prestige that the star brand was associated with for many years.
– We have to create luxury beyond the screen. That's why I talk about craftsmanship and sophistication (in the cars, ed.).
– There is a lot of focus on making the cars better, says the design manager.
Wagener also admitted that there is one particular problem that needs to be solved in connection with the large screens – namely the missing buttons.
The often oversized screens usually kill physical buttons by squeezing access to the functions behind the buttons behind the screen.
However, car brands are realizing that this is the wrong way to go. Both Hyundai and Volkswagen have had to admit that buttons are here to stay.
When asked whether artificial intelligence can lend a helping hand in car design, Wagener is brutally honest.
– 99 percent of what you get with AI is junk.
However, the technology is constantly getting better and 'smarter'. So much so, in fact, that the Mercedes boss is already saying that AI could be used to carry out car design in 10 years.
– I believe that in 10 years most of the design will be done by AI, and that will make designers redundant. My successor will be a machine that will be much cheaper to operate than what I get paid.
