Luxury cars have always been defined by the quality of materials and craftsmanship, as well as the power of their engines. However, in the year 2025, automakers are taking a different approach to luxury by focusing on technology and gadgets. Mercedes, known for its luxury vehicles, is redefining what it means to be a luxury car manufacturer.
In a recent interview with ABC News, Mercedes’ Chief Design Officer, Gorden Wagener, made a bold statement by saying that “screens are not luxury.” He acknowledged that simply adding more screens to a car’s dashboard is no longer innovative, as most cars now come equipped with large displays. Wagener emphasized the importance of craftsmanship and sophistication in creating a true luxury experience, beyond just having the latest technology.
While Mercedes is not abandoning its signature “Hyperscreen,” featured in models like the EQS, Wagener hinted at a major upgrade for the S-Class in 2026. This upgrade will bring the screen layout from the EQS to the flagship combustion car, aligning it with the brand’s electric vehicle lineup.
One of the drawbacks of the screen-centric approach to luxury cars is the issue of fingerprint smudges on the screens and the lack of physical switchgear. Oversized screens tend to dominate the dashboard, eliminating the tactile feel of physical controls that many drivers prefer. Wagener also expressed skepticism about the role of artificial intelligence in car design, suggesting that AI may eventually take over the design process entirely.
Despite the challenges posed by the increasing reliance on screens and technology in luxury cars, Mercedes remains committed to delivering a true luxury experience that goes beyond flashy displays. By focusing on craftsmanship, sophistication, and attention to detail, Mercedes aims to set itself apart in a crowded luxury car market.
In conclusion, Mercedes is redefining luxury in the automotive industry by shifting the focus away from screens and towards traditional values of quality and craftsmanship. While technology will continue to play a significant role in future car designs, Mercedes is determined to maintain its reputation for true luxury that stands the test of time.
