by Criticism of Audi and BMW Interiors from Mercedes
Gorden Wagener, Chief Designer of Mercedes, expressed his opinion regarding the interiors of the concept cars from Audi and BMW. He noted that the interior of the Audi Concept C looks outdated and does not meet modern technological standards. Wagener also criticized BMW’s approach in the iX3 model, considering it distracting and overly complicated.
Competition at the Auto Show
German automakers Audi, BMW, and Mercedes showcased their new design solutions at the Munich Motor Show. Usually, company executives avoid direct comments about competitors, but Wagener broke this tradition by openly expressing his views.
The Audi Concept C interior looks as if it was developed in 1995. There’s a lack of technology here, and everything looks too familiar.
The Role of Screens in Modern Cars
Wagener emphasized the importance of large screens in car interiors, especially for mass-market models. He believes that small screens create a feeling of cheapness and limitation. Although he is a fan of “hyper-analog” solutions, the Mercedes designer insists on the necessity of digital displays.
Large screens are necessary for visual reference, watching movies, and other functions. Voice control, aided by large language models, will become more important in the future, but screens will remain.
Features of the Audi Concept C
The Audi Concept C has a minimalist interior with a retractable 10.4-inch screen that disappears when not in use. The production version of the electric sports car is expected in 2027 and will retain about 90% of the concept’s design. For comparison, current production Audi models, such as the Q5, have larger screens, but they still fall short of the Mercedes MBUX Hyperscreen.
Criticism of the BMW iX3
Wagener also criticized the design of the BMW iX3, the first model built on the Neue Klasse platform. He believes that placing information on the lower part of the windshield is inconvenient because it is distant and hard to read. Furthermore, such a system requires additional control devices, which complicates usability.
Information on different levels is not intuitive. They probably think it’s progressive, but I’m not convinced.
Different Views on Design
Wagener’s comments represent just one viewpoint in an industry where design philosophies vary greatly. It remains an open question how Audi and BMW designers will react to Mercedes’ latest works. At the auto show, Mercedes also presented the Concept AMG GT XX with smaller screens, indicating the brand’s flexible approach to different types of cars.
This open criticism from one of the leading designers in the automotive industry highlights the tension in the competitive struggle between German luxury brands. Each is trying to define the future of car interiors, but their approaches differ significantly. While Audi and BMW focus on minimalism and innovation, Mercedes emphasizes technological complexity and aesthetics. This creates an interesting space for discussion about what the car interior of the future should be like.
