For decades, luxury in the automotive world was defined by premium materials, impeccable craftsmanship, and powerful engines. In 2025, however, the industry seems increasingly obsessed with massive screens and cutting-edge software. Yet, for Mercedes-Benz, true luxury extends beyond visual technology.
In an exclusive interview with ABC News, Gorden Wagener, Chief Design Officer at Mercedes, made a bold statement: “Screens are not luxury.” According to Wagener, the current proliferation of digital displays has turned them into a commodity—almost every car now features multiple screens. This perspective is particularly striking given Mercedes’ own push for large-scale displays, including the widely promoted 56-inch Hyperscreen in its EQS models.
BThe Return to Craftsmanship
Mercedes acknowledges that it must go beyond mere technological advancements to uphold its legacy of luxury. Wagener emphasizes that the brand’s future design philosophy will focus more on craftsmanship and refinement. “We need to create luxury beyond the screen,” he asserts. This means prioritizing high-quality materials, meticulous attention to detail, and an overall sense of exclusivity that only a premium vehicle can offer.
One major drawback of oversized screens is the often underwhelming user experience. Wagener concedes that current software “is not yet good enough,” making the presence of large displays somewhat redundant if the interface fails to meet expectations. Mercedes is actively working on targeted solutions to enhance infotainment without compromising the ergonomics and elegance of the cabin. By 2026, the S-Class will receive an update featuring a new screen system inspired by the EQS, but the challenge remains in balancing innovation with tradition—ensuring physical controls do not completely disappear in favor of digital interfaces.
When asked about the role of artificial intelligence in car design, Wagener offered a provocative view: “99% of what AI produces is garbage.” However, he predicts that within the next decade, AI will advance to a point where it could replace human designers, potentially making his own role obsolete. Despite this, Mercedes remains steadfast in its belief that true luxury is not solely about technology. The future of elegance, according to the brand, still lies in the art of craftsmanship.
Mercedes-Benz’s stance marks a significant shift in the luxury car landscape. By challenging the industry’s obsession with ever-larger screens, the German automaker is reaffirming its commitment to timeless quality, superior materials, and an unparalleled driving experience—elements that have defined true automotive luxury for generations.
