Trying to define luxury is difficult. It’s a case of I know when I see it. But Gorden Wagener, chief design officer for Mercedes-Benz, might’ve got caught talking out of both sides of his mouth when talking about luxury and the Mercedes-Benz lineup. The information provided by Mercedes on the 2027 GLC shows their new MBUX Hyperscreen in all its glory. This isn’t the first time the Hyperscreen has been used in a Mercedes vehicle, either, as it made its debut in the EQS Sedan and EQE SUV. So what’s the big deal anyway about the Hyperscreen? Let’s explain.
In an interview with ABC, Wagener said, “Screens are not luxury. You have a better and bigger TV at home, right? And every car has a big screen. 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 [Mercedes] vehicles better.”
Even in this interview, Wagener seemed to back away from how overpowering and monumentally different the MBUX Hyperscreen is and how it can fundamentally change the perception of Mercedes from a luxury standpoint and a technology standpoint.
“We don’t have the hyperscreen in all the cars right now, just in a few. From the hardware side, it’s very good. From the software side, it hasn’t been that good. 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.”
Despite what Wagener said, it seems the MBUX is coming to more vehicles and will be an integral part of the new Mercedes-Benz interior. And using Mercedes’ own words, they clearly perceive the all-encompassing, pillar-to-pillar Hyperscreen as luxurious. Here’s what Mercedes has on their website when describing the 2027 GLC, which will come with the MBUX screen and technology. They describe it as “Digital Elegance.”
So it begs the question, how can you refer to something as elegant, but then not say a big screen isn’t luxurious? This all may seem like semantics at this point, but some clarity from the German automaker would be great.
When Mercedes talks about “craftsmanship and sophistication”, does it apply to all aspects of design? This surely includes technology. But can Mercedes get too far ahead of its customers’ wants and desires? Can they be too technologically advanced for their standard customers?
In the same ABC interview, Wagener said, “The EQS sedan design is purposeful and very progressive — probably like 10 years into the future. Does a normal Mercedes S-Class customer like it? Probably not. That person wants something more conventional. We wanted to target other customers [with the EQS].”
Outside of the EQS, will the sophisticated and advanced technology of the MBUX and other “progressive” elements arrive in non-EVs? The answer to that is probably yes. But what we are already seeing when it comes to EVs versus traditional internal combustion engine (ICE) vehicles is that perception matters. Wagener agrees.
“One problem with EVs is customer perception. The customer sees it like an electronic device. Combustion cars are still being perceived like a Chrono watch — much more long-lasting.”
Whether it’s luxury or not and whether it’s exclusive for EVs or not, the Hyperscreen is a technological marvel and a glimpse into the future for Mercedes. Expect to see the MBUX be integrated into multiple vehicles in the not-so-distant future. Personally, it looks cool and futuristic. This is what we envisioned things to look like when I was a kid, minus the flying cars that we thought would already exist.
That letdown aside, if the MBUX is the future of Mercedes, a luxury brand, it seems like the right path. Here are some key highlights that Mercedes touts on its website about the MBUX:
Any automaker should care deeply about what its customers want, rather than trying to steer them a certain way. Mercedes has generally been a company that, while progressive, has cared deeply about customer experience. And with good reason. They have big competition in the luxury segment, with fellow German automaker BMW offering an alternative to their lineup. However, BMW is also engaging in the screen “play” as the next-generation iX3 will have a similar pillar-to-pillar at the base of the windshield and a 17.9-inch touchscreen.
Both automakers seem determined to grab the attention of the iPad generation. These were people raised on digital devices, noses buried in their phones or iPads, and now they’ve grown up and have disposable income.
Putting a six-figure price tag on a vehicle, it had better come with the appropriate amount of technology instead of just refined luxury and soft materials. This next generation of buyers will demand it.
The question that Wagener seemed to skirt or talk around was whether a big screen in a car is luxurious or not. The answer is that it depends on what the customer thinks. But, ask yourself this: if you’re shopping for a new TV for your home, are you going to seek a smaller one or a bigger one? Which will give the perception of spending a lot? In this regard, size does matter, I suppose. The perception of high-technology sprawled across a pristine, expansive touchscreen is both futuristic and also impressive. That is what you want and expect from a luxury automaker.
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