Mercedes Design Boss Slams BMW and Audi For Their New Interiors

Mercedes prefers jumbo screens like this 39.1-inch setup.

Mercedes GLC with EQ Technology interior

Photo by: Mercedes-Benz

Adrian Padeanu

By: Adrian Padeanu

Sep 9, 2025 at 6:44am ET

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If reports are to be believed, there could come a day when a BMW engine powers a Mercedes. But while the rumor mill speculates on such an unholy alliance, the two German luxury automakers remain fierce rivals. The man in charge of design at the three-pointed star didn’t hold back when asked to share his opinion of the new iDrive premiering in the iX3.

Gorden Wagener told Top Gear magazine he finds the new screen setup distracting. He was specifically referring to the Panoramic Vision, which technically isn’t a screen but a projection at the base of the windshield. It stretches from one A-pillar to the other, featuring three fixed widgets in the driver’s line of sight and six customizable tiles to the right. But Mercedes’ design boss sees more than one issue:

'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. I mean, they think it’s progressive and they must love it otherwise they wouldn’t have done it, but I’m not convinced by it.'

It’s unclear how much time Wagener has spent inside the new iX3 to reach such a conclusion, but to each his own. He’s certainly more than qualified to weigh in, though his remarks are bound to stir controversy given that the electric GLC features an all-screen dashboard. Lesser versions are getting three separate displays embedded into the dashboard, which is better or worse, depending on personal preferences.

2026 BMW iX3

2026 BMW iX3

Photo by: BMW

Should you splurge on the latest Hyperscreen, the electric crossover prioritizes screen real estate with a 39.1-inch display: "You want to have a visual reference on the screen, or you might want to watch a movie and stuff like that. So yeah, you need big screens." Expect to see the jumbo-sized display in future models, including the electric C-Class coming in 2026.

The Mercedes design chief also isn’t a fan of the direction Audi is taking. The Concept C, a preview of an electric sports car and a fresh design language, didn’t win him over either. Wagener was blunt: “That interior looks like it was designed in 1995. It is a little bit too known, and there is too little tech.” He added that small screens only make sense in more compact cars.

2025 Audi Concept C

2025 Audi Concept C

Photo by: Audi

Audi went with a 10.4-inch display, which, let’s be honest, isn’t exactly small, even by 2025 standards. The Concept C’s infotainment system folds neatly into the dashboard when not in use, a nifty feature that feels straight out of the 2010s.

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And speaking of days gone by, would it really be such a bad thing if Audi had designed a 30-year-old interior? After all, the 1995 TT concept’s dashboard was about as close to perfection as it gets.

1995 Audi TT concept

Photo by: Audi

We certainly didn’t have Mercedes throwing shade at both BMW and Audi on our bingo card. It’s rare for a higher-up to be so brutally candid, but some will applaud his honesty. The one-two punch is sure to spark tension in Munich and Ingolstadt.

Screens Aren't The Only Big Thing At Mercedes:

Oh Good, the Electric Mercedes C-Class Is Also Getting a Jumbo Grille

The Mercedes-Benz GLC Goes Electric. And It Has Some Impressive Stats

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