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Mercedes Design Chief Rebukes Audi and BMW Interiors, Dismisses AI at Munich Motor Show

Gorden Wagener says modern cabins require large, readable screens for intuitive use.

Overview

  • At the Munich Motor Show, Wagener told Top Gear the Audi Concept C interior looked "designed in 1995" and lacked sufficient technology.
  • He criticized BMW's iX3/Neue Klasse setup that projects information across the windscreen as hard to read, distracting and not intuitive.
  • Wagener argued that small displays signal a budget feel, contending mainstream models should adopt large screens as a core UX element.
  • Speaking to Jalopnik, he rejected AI for styling, saying most outputs are poor and not brand-specific, and warned social media AI renders blunt motor-show impact.
  • Audi and BMW have not commented on the remarks; reports note the Concept C uses a retractable 10.4-inch screen with production reportedly targeted for 2027.