Mercedes-Benz design chief Gorden Wagener sees artificial intelligence as an increasingly powerful force in shaping the future of automotive design. AI’s potential to dominate the creative process could redefine the role of car designers, pushing automation to the forefront of the design world, possibly making traditional designers obsolete within the next decade. While still in its infancy, AI has already begun making its mark at Mercedes-Benz.
In a February 23 interview with ABC News, Wagener shared insights into how Mercedes-Benz is integrating AI into its design workflow, emphasizing that AI’s influence will only grow. He admitted that currently, AI-generated designs are mostly underwhelming, with 99% being unrefined, but he highlighted that the remaining 1% is of high quality and continuously improving.
Wagener humorously suggested that in the future, his successor might be an AI-driven machine, noting that it would likely be a more affordable option than his own salary. Although he has expanded his design work beyond cars—recently influencing luxury apartment towers in Dubai and Miami—his true passion remains in evolving car design with AI’s growing role.
Addressing criticism surrounding the EQS sedan’s slow sales, Wagener defended the vehicle’s distinctive jelly bean-like form, designed with aerodynamics in mind. He described the design as “progressive,” though he acknowledged that Mercedes-Benz might move away from this futuristic approach, opting for future electric vehicles to resemble their internal combustion-powered counterparts more closely.
Despite Mercedes-Benz’s impressive 56-inch Hyperscreen, Wagener expressed doubts about the place of expansive digital displays in luxury cars. He stressed that true luxury lies in craftsmanship, not screens, and suggested that future models would focus more on sophistication and quality materials rather than large digital interfaces.
Wagener also reflected on the shifting perceptions of electric vehicles (EVs). While EVs are often viewed as high-tech gadgets, he believes they can evolve into more enduring, sophisticated creations—similar to classic timepieces. Mercedes-Benz plans to make its EVs feel like smart homes rather than just another mobile device, even as fully autonomous vehicles remain a distant vision.
