Mercedes design chief admits “Screens are not luxury”

For decades, luxury cars were defined by their craftsmanship, premium materials, and powerful engines. But in 2025, the definition of automotive luxury is shifting. Automakers are locked in an arms race to pack their vehicles with ever-larger screens, advanced software, and cutting-edge technology.

Mercedes-Benz, however, is taking a different approach. The company’s Chief Design Officer, Gorden Wagener, believes that true luxury isn’t measured in pixels.

“Screens are not luxury,” Wagener said in a recent interview with ABC News.

His comments are notable given Mercedes’ own embrace of large-scale digital displays. The brand’s flagship electric sedan, the EQS, introduced the 56-inch Hyperscreen, a sweeping panel of three integrated screens. But Wagener now acknowledges that massive displays alone don’t define a premium experience.

“Every car has a big screen,” he said. “So we have to create luxury beyond the screen. That’s why I talk about craftsmanship and sophistication. There’s so much emphasis on making vehicles better.”

Despite Wagener’s comments, Mercedes isn’t abandoning its screen-centric design philosophy. The company is planning a major interior upgrade for the 2026 S-Class, bringing the model’s infotainment system in line with the EQS’s digital-heavy layout.

However, Wagener acknowledges that software remains a weak spot.

“From the software side, it hasn’t been that good,” he admitted. “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 shift toward software-driven luxury presents new challenges. Digital displays can quickly become fingerprint magnets, large bezels can distract from an otherwise elegant interior, and touch-based controls often replace high-quality physical buttons that many drivers prefer.

The move away from traditional craftsmanship is a growing concern among luxury car buyers. Some argue that excessive reliance on screens strips away the tactile experience that once set premium vehicles apart. Wagener also hinted at another modern luxury trend that might be going too far: ambient lighting.

While adjustable interior lighting has become a staple in high-end cars, Wagener suggested that some designs are beginning to resemble nightclubs more than executive sedans.

Mercedes-Benz is no stranger to innovation, but Wagener is skeptical about one emerging technology: artificial intelligence. While AI is being used in various stages of automotive development, its role in design remains controversial.

“You get 99 percent of crap with AI,” Wagener said bluntly.

However, he acknowledges that AI is improving. In fact, he predicts that within a decade, AI will play a dominant role in car design—potentially replacing human designers altogether.

“I think in 10 years maybe most of the design will be done by AI, and it will make designers obsolete,” he said. “My successor will be a machine and will be much cheaper than my salary.”

Mercedes-Benz is at a turning point. As luxury automakers continue their push toward digitalization, the brand is reassessing what makes a car truly premium. Screens are here to stay, but Wagener’s comments suggest a renewed focus on craftsmanship, materials, and the tactile experience of driving.

As the industry leans into AI-driven design and software-defined vehicles, the question remains: Can technology truly replace the artistry that has defined luxury cars for generations?

Only time will tell.