Artificial intelligence (AI) is poised to redefine the automotive industry, and Mercedes-Benz’s design chief, Gorden Wagener, is at the forefront of this transformation. In a recent interview with ABC News on February 23, Wagener shared his vision of a future where AI could take over the reins of car design, potentially reshaping the creative process within the next decade. While the technology is still maturing, Mercedes-Benz has already begun weaving AI into its design practices, signaling a shift that might one day make traditional designers a rarity.
Wagener, known for steering the aesthetic direction of one of the world’s most iconic luxury car brands, admitted that AI’s current output is far from perfect. He candidly described 99% of AI-generated designs as “crap,” yet highlighted the promise of the remaining 1%, which he called “good stuff.” This small but growing fraction, he believes, is improving rapidly and could eventually outpace human creativity. With a touch of humor, he speculated that his eventual successor might not be a person but a machine-“and much cheaper than my salary,” he quipped.
Beyond the realm of automobiles, Wagener’s influence has stretched into architectural ventures, including Mercedes-Benz-branded luxury apartment towers in Dubai and Miami. Yet his heart remains with car design, where he sees AI as a game-changer. This vision comes amid a broader evolution at Mercedes-Benz, particularly as the company navigates the electric vehicle (EV) landscape and rethinks what luxury means in a digital age.
A Shift in Design Philosophy
Mercedes-Benz’s recent EV offerings, like the polarizing EQS sedan, reflect this transitional moment. The EQS, with its smooth, jelly bean-esque silhouette optimized for aerodynamics, has drawn mixed reactions and sluggish sales. Wagener defended its “progressive” look, suggesting it might be a design ahead of its time. However, he hinted at a pivot: future Mercedes EVs will likely echo the classic proportions of their gas-powered siblings, blending innovation with familiarity.
Wagener also took aim at a trend dominating modern car interiors-massive digital screens. Despite Mercedes-Benz showcasing the colossal 56-inch Hyperscreen, he argued that screens alone don’t define luxury. “Screens are not luxury,” he asserted, signaling a return to timeless craftsmanship and sophistication as the brand’s hallmarks. He drew a fascinating contrast between how customers perceive EVs and gas-powered cars: EVs are often seen as transient, tech-driven gadgets, while traditional cars carry the enduring appeal of a finely crafted Chrono watch. To bridge this gap, Wagener envisions Mercedes-Benz EVs evolving into something akin to a “smart home on wheels,” especially as autonomous driving technology advances-though he cautioned that fully self-driving cars remain a distant dream.
AI as the Designer of Tomorrow
The integration of AI into Mercedes-Benz’s workflow is more than a futuristic fantasy; it’s a practical step already underway. While human designers still hold the upper hand, Wagener’s prediction of an AI-dominated field raises intriguing questions. Could machines one day craft vehicles that resonate emotionally with buyers, blending form and function in ways humans can’t? For now, the technology’s limitations-namely its high rate of subpar output-keep it in a supporting role. But as AI improves, its ability to sift through endless possibilities and refine the “good stuff” could revolutionize how cars are conceived.
Wagener’s perspective underscores a broader truth: the automotive industry is at a crossroads. As electrification and autonomy reshape the market, design must adapt-not just to new technologies, but to shifting customer expectations. For Mercedes-Benz, that means balancing cutting-edge innovation with the heritage of a brand synonymous with luxury. Whether AI becomes the ultimate designer or a powerful collaborator, one thing is clear: under Wagener’s watch, Mercedes-Benz is gearing up for a future where creativity and technology drive in tandem.
