by Mercedes Combines Large Screens and Physical Buttons in New Models
The new electric version of the Mercedes-Benz GLC debuted with a massive 39.1-inch screen stretching across the entire instrument panel. Despite the emphasis on modern technology, the manufacturer emphasizes that physical controls remain important for a portion of customers.
Brand Strategy: Innovation and Familiar Experience
Mercedes Board Member for Sales and Marketing, Matthias Hiesen, stated that the company will use large displays alongside traditional switches for key functions. The approach is aimed at combining cutting-edge solutions with tactile options familiar to drivers.
We don’t want to be innovative for the sake of innovation. We want to introduce innovations where it makes sense for the customer
Considering the Preferences of Different Customer Groups
Hiesen added that real switches have returned on the steering wheel of the electric GLC because customers expressed dissatisfaction with their absence. Chief Software Officer Magnus Ostberg emphasized that data shows GLC buyers often belong to an older age group and prefer traditional controls.
We brought back the rollers because physical buttons are very important for certain age groups. The balance between physical buttons and touch control is extremely important to us
Future Models and Competitive Battle
The next model expected to feature a similar screen is the electric C-Class, which will compete with the future BMW i3. Although Mercedes has not yet unveiled the interior of this model, a teaser image suggests the presence of illuminated radiator grille elements similar to the GLC EQ.
Mercedes’ approach to combining technology and traditions reflects a broader trend in the automotive industry, where manufacturers are trying to meet the diverse needs of buyers. The growing popularity of electric models is accompanied by a search for the optimal balance between innovation and a familiar user experience, which is especially important for premium brands with an established audience.
