At the 2025 Munich Motor Show, the rivalry among Germany's top three luxury automotive brands—Audi, BMW, and Mercedes-Benz—has reached new heights. Gordon Wagner, Mercedes-Benz's Global Design Director, didn't hold back in his criticism of BMW and Audi's interior designs during an exclusive interview with Top Gear magazine.

Wagner took issue with BMW's newly launched 'Panoramic Vision' system in the iX3, arguing that its placement is too distant from the driver. He noted that the system displays information in a too-small font and necessitates an extra touchscreen, which, he believes, could easily divert a driver's attention from the road.

Turning his attention to Audi, Wagner was equally blunt about the interior design of their Concept C concept car. He described it as "stuck in the past," lacking a modern technological edge. Wagner specifically pointed out the small screen size, stating that such dimensions are only appropriate for compact car models and fall short in delivering a premium experience.

In stark contrast, Wagner highlighted the merits of Mercedes' electric GLC, which boasts a massive 39.1-inch 'Hyperscreen.' This expansive display, he explained, offers crystal-clear visual information and caters to users' desires for in-car entertainment, such as watching movies. Looking ahead, Wagner hinted that more Mercedes models would follow suit, incorporating similarly oversized screens to enhance the driving experience.