Mercedes Design Boss Criticizes BMW iX3 Screen Setup
Rumors have been circulating about a possible collaboration between Mercedes and BMW, with the potential for a BMW engine to power a Mercedes vehicle in the future. However, despite these speculations, the two German luxury automakers remain fierce competitors. Gorden Wagener, the man in charge of design at Mercedes, recently shared his candid opinion about the new iDrive system debuting in the BMW iX3.
In an interview with Top Gear magazine, Wagener expressed his disapproval of the new screen setup in the iX3, particularly the Panoramic Vision feature. This projection, located at the base of the windshield, spans from one A-pillar to the other, displaying three fixed widgets in the driver’s line of sight and six customizable tiles to the right. Wagener raised concerns about the design, stating, “I have to say I’m not a big fan of that because it’s so far away it’s hard to read. Everything will appear smaller so it’s distracting, and you need a device to operate it because it’s too far away to be touch-sensitive, so you have to put a touchscreen in there which they did.”
While Wagener’s critique may spark controversy, especially considering Mercedes’ own all-screen dashboard featured in the electric GLC, he stands by his opinion. The electric GLC offers three separate displays embedded into the dashboard, catering to different preferences. Wagener hinted at future models, including the electric C-Class set to launch in 2026, featuring a Hyperscreen with a 39.1-inch display.
In addition to his criticism of BMW, Wagener also expressed his dissatisfaction with Audi’s design direction, particularly the Concept C, an electric sports car showcasing a new design language. Wagener remarked that the interior of the Concept C resembled something from 1995, lacking in technological advancements. Despite Audi’s use of a 10.4-inch display and a folding infotainment system, Wagener suggested that small screens may be more suited for compact cars.
The Mercedes design chief’s straightforward opinions on both BMW and Audi have raised eyebrows in the automotive industry. While it’s uncommon for a high-ranking executive to be so blunt, some may appreciate Wagener’s honesty. However, his comments are likely to stir tensions between Mercedes and its competitors in Munich and Ingolstadt.
In conclusion, Wagener’s critique of the BMW iX3 and Audi Concept C reflects his commitment to pushing the boundaries of automotive design at Mercedes. As the luxury automaker continues to innovate and evolve its technology, Wagener’s bold statements serve as a reminder of the fierce competition and rivalry within the industry.
