While Mercedes-Benz previously confirmed the return of physical buttons for important functions in its cars, the brand will retain large screens to showcase digital craftsmanship, sales and customer experience head Mathias Geisen told Autocar UK. “[As per] car research clinics, customers are very clear: ‘We love the big screens, but we want to have [hard controls for] specific functionalities,’” he told the publication.
- New models like the GLC and C-Class EVs get a 39.1-inch Hyperscreen setup
- It comprises a digital driver’s display, a central touchscreen and a passenger touchscreen
- The EVs also get physical roller-type controls on the steering wheel instead of haptic pads
Large screens suit the brand’s premium positioning: Geisen
Geisen stated that the commitment to large screens is in keeping with its premium positioning. “We have the highest-craft...interior, in look and feel and materials, but we make sure that this overall experience seamlessly blends into what you do on the digital side. If you have a seamless screen of roughly a metre with ultra-high resolution and you put wallpapers on it, you put pictures of your kids on it, it means you can individualise the interior not only on the hardware side but also on the software side. With the wallpapers offered in the new C-Class [EV] infotainment, you can really create your own atmosphere,” he added.
Rival carmakers like Audi have started reducing screen sizes in their cars and are reintroducing more buttons due to customer resistance to touch-based controls. But new Mercedes cars like the GLC EV and C-Class EV continue to feature a vast 39.1-inch Hyperscreen (comprising a digital driver’s display, a central touchscreen and a passenger touchscreen) spanning the dashboard.
Physical controls on the steering wheel
Both the GLC and C-Class EVs get physical, roller-type controls on the steering wheel instead of haptic pads. “Customers told us two years ago, ‘Guys, nice idea, but it just does not work for us’. So we changed that and made it more analogue,” Geisen said.
He also stated that this approach will continue in future models, with Mercedes aiming to balance screens and physical buttons. “I’m a big believer in screens, because I really believe if you want to connect, you have to make the magic work behind the screen. But in our future products, you will see more hard keys for specific functions that customers want to have direct access to with hard keys,” he explained.