Mercedes-Benz’s design chief, Gorden Wagener, sees a future where artificial intelligence becomes a pivotal force in automotive design, perhaps to the extent that it will take over nearly all creative roles traditionally held by humans. In a revealing interview with ABC News on February 23, Wagener shared his insights into a rapidly evolving landscape where AI is already making its mark. He pointed out that while AI-driven designs are still in their infancy, Mercedes-Benz has been proactive, integrating AI into their design workflow in an effort to harness its potential.
Wagener offered a bold prediction: within a decade, advances in AI technology could make it possible for most car designers to be replaced by machines. He candidly noted that while currently, a staggering 99% of AI-generated designs may not meet quality standards (“crap,” as he put it), that remaining 1% is showing promise and steadily improving. In a lighthearted moment, he even remarked, “My successor will be a machine and will be much cheaper than my salary,” which certainly underscores the shifting dynamics in the automotive industry.
In a significant leap beyond automobiles, Wagener has also ventured into the world of luxury real estate, influencing designs for Mercedes-Benz-branded luxury apartment towers in Dubai and Miami. Nevertheless, his primary passion remains focused on the future of car design. He argues that as AI continues to evolve, it will become an integral part of the process—transforming not only how vehicles are created but also how consumers perceive and interact with them.
Addressing the ongoing debates around the design of Mercedes-Benz’s electric vehicles, such as the EQS sedan, Wagener recognized the criticism surrounding their slower sales figures. The sedan’s design, often described as reminiscent of a “jelly bean” due to its aerodynamic shape, was labeled by Wagener as “progressive,” suggesting it’s simply ahead of its time. However, acknowledging market feedback, it seems Mercedes is now redirecting its design approach, favoring aesthetics that more closely mirror their gas-powered vehicles.
Wagener didn’t shy away from discussing the rising trend of digital screens in car interiors. Despite Mercedes-Benz proudly showcasing their expansive 56-inch Hyperscreen—the largest in the automotive world—he raised a crucial point: “Screens are not luxury.” Instead, he expressed a commitment to emphasizing craftsmanship and elegance in Mercedes-Benz’s future models. He spoke candidly about the contrasting perceptions of electric vehicles as merely high-tech gadgets, while gasoline models are often seen as timeless, enduring pieces of engineering, much like a luxurious Chrono watch.
As the automotive industry increasingly leans towards electric vehicles and connectivity, Wagener proposed that the challenge for Mercedes-Benz will be to redefine how customers experience EVs. His vision is for future Mercedes-Benz electric vehicles to evoke the feel of a “smart home” rather than being viewed simply as an extension of their smartphones—a nuanced shift that acknowledges the ongoing evolution of transportation. Yet, he also tempered expectations, noting that a fully self-driving car remains a distant objective.
Wagener’s thoughts reflect significant trends within the automotive industry, where the conversation is shifting dramatically as technology advances. For car enthusiasts and consumers alike, his insights into the interplay between automotive design, artificial intelligence, and the evolving perceptions of luxury and innovation create a fascinating narrative that speaks to the heart of modern transportation. Through this lens, the future looks bright yet unpredictable, as the lines between creativity and technology blur in the world of automotive design.
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