Mercedes contradicts new vehicle technology

Trying to define luxury is difficult. It is a case of I know when I see it. But Gorden Wagener, Chief Design Officer for Mercedes-Benz, may have been caught talking from both sides of his mouth when it comes to luxury and the Mercedes-Benz-Line-Up. The information provided by Mercedes on the 2027 GLC shows their new MBUX hyperscreen in all its glory. This is also not the first time that the hyperscreen has been used in a Mercedes vehicle, because it made its debut in the EQS Sedan and EQE SUV. So what is the problem about the hyperscreen? Let’s explain it.

“Screens are not luxurious”

The Hyperscreen Paradox

In an interview with ABCSaid Wagener: “Screens are not luxury. You have a better and larger TV at home, right? And every car has a big screen. So we have to create luxury outside the screen. That’s why I talk about craftsmanship and refinement. There is so much emphasis on it [Mercedes] Vehicles better. “

Even in this interview, Wagener seemed to be withdrawn from how overwhelming and monumental the MBUX hyperscreen is and how it can fundamentally change the perception of Mercedes from a luxury position and a technological point of view.

In Mercedes’ own words

Digital elegance in 2027 GLC

Mercedes-Benz

Despite what Wagener said, it seems that the MBUX is coming to more vehicles and will be an integral part of the new Mercedes-Benz interior. And with the help of Mercedes’ own words, they clearly consider the all-embracing, pillar-to-pillar Hyperscreen as luxurious. This is what Mercedes has on their website when describing the 2027 GLCThis will be supplied with the MBUX screen and the technology. They describe it as ‘digital elegance’.

So it raises the question, how can you refer to something like elegant, but not say that a large screen is not luxurious? This may seem like semantics at the moment, but some clarity from the German automaker would be great.

Craftsmanship and refinement is the future

Is it too progressive?

Mercedes-Benz

When Mercedes talks about “craftsmanship and sophistication”, does this apply to all aspects of design? This certainly includes technology. But can Mercedes be too far ahead of the wishes and desires of his customers? Can they be too technologically advanced for their standard customers?

In the same ABC interview, Wagener said: “The EQS Sedan design is goal-oriented and very progressive-probably 10 years in the future. Find a normal customer of Mercedes S-Class? [with the EQS]. “

Will the advanced and advanced technology of the MBUX and other “progressive” elements in non-EVS come outside the EQS? The answer to that is probably yes. But what we already see when it comes to EV’s versus traditional internal combustion engine (ICE) vehicles is that perception matters. Wagener agrees.

About the Mercedes MBUX Hyperscreen

It’s the future

Whether it is luxurious or not and whether it is exclusive to EVs or not, the Hyperscreen is a technological miracle and a glimpse into the future for Mercedes. Expect the MBUX to be integrated into several vehicles in the non-so distant future. Personally it looks cool and futuristic. This is how we had things in mind to look when I was a child, minus the flying cars that we thought it would already exist.

That disappointment aside, if the MBUX is the future of Mercedes, a luxury brand, it seems the right way. Here are some important highlights that Mercedes praises on his website about the MBUX:

• 3 separate screens, a surface of 56 inches, with two coatings scratch and reflection -resistant aluminum silicate glass

• OLED technology-included a central display of 17.7-inch and 12.3-inch passenger display

• 8 CPU cows, 24 GB RAM and 46.4 GB memory

• The biggest display ever in a production Mercedes-Benz

• Haptic feedback with a total of 12 actuators under the touchscreen area

• Supports 27 languages ​​with natural language understanding (NLU)

Which means real luxury for Mercedes

The “play” screen

Mercedes-Benz

Each automaker has to worry deeply about what its customers want, instead of trying to steer them in a certain way. Mercedes has generally been a company that, although progressively, has been deeply responsible for customer experience. And with good reason. They have a big competition in the luxury segment, where colleague -German car maker BMW offers an alternative to their line -up. However, BMW is also “playing” the screen, because the IX3 of the next generation has a similar pillar-to-piper at the foot of the windshield and a touchscreen of 17.9-inch.

Both car manufacturers seem determined to attract the attention of the iPad generation. These were people who have been raised on digital devices, bury noses in their phones or iPads, and now they grew up and have a disposable income.

Placing a price tag with six digits on a vehicle, it could be better with the right amount of technology instead of only refined luxury and soft materials. This next generation of buyers will demand it.

Last thoughts about Mercedes Mbux Hyperscreen

Is it a luxury?

The question that Wagener seemed to stretch or talk around, was whether a large 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 shop for a new TV in front of your house, will you look for a smaller one or a larger one? What will the perception of many expenses give? In this respect the size is, I think. The perception of high technology that extends over an unspoilt, expansive touchscreen is both futuristic and impressive. That is what you want and expects from a luxury car maker.