Gorden Wagener and his team are using AI tools in the design development, but the outcome is not always good
- Gordon Wagener says AI cannot create truly original or iconic designs for cars.
- Previously, he predicted AI could make car designers obsolete within ten years.
- Mercedes will give each model a distinct identity as buyers want standout designs.
AI tools have already found their way into the modern workplace, handling everything from spreadsheets to sketches and even edging into creative professions like automotive design. Mercedes-Benz is among the companies utilizing the technology, though design boss Gorden Wagener remains unimpressed with its results in their current form.
Wagener argues that while AI can generate slick renderings and make sketches look good with lighting tricks, it still falls short when it comes to shaping actual cars. Speaking to MotorTrend, he described the technology as prolific but incapable of delivering anything truly iconic or original.
Too Many Images, Too Little Impact
Benz design chief notes that the internet has been flooded with AI-generated renders, so much so that the novelty has worn thin. In his eyes, this saturation makes it harder for automakers to produce show cars that stand out in a meaningful way.
More: Have the Germans Finally Got Their Design Act Together Or Are They Still Lost?
To satisfy demand for “standout design”, he says Mercedes is taking the approach of giving each model its own clear identity. Wagener envisions the E-Class with a sporting edge, the S-Class with stately elegance, while cars like the SL deliver pure performance and Maybach carries the flag for ultimate luxury.
This isn’t the first time Wagener has spoken openly about AI. In an earlier interview with ABC News, he was blunt:
“We work with AI now. You get 99% of crap with AI and sheer quantity. That’s the biggest problem – sorting out the good stuff from the bad. But you get 1% good stuff and we keep learning. It’s getting better every day. AI will drastically change the way we design. I think in 10 years maybe most of design will be done by AI and it will make designers obsolete. My successor will be a machine and will be much cheaper than my salary.”
Between Skepticism and Caution
Taken together, Wagener’s comments reveal a mix of doubt and inevitability. For now, he sees AI as a distraction, but he also suspects it could eventually replace his team altogether. In the meantime, Mercedes designers are pressing ahead with more traditional work, including the next-generation C-Class and E-Class, an updated S-Class, and the compact “baby” G-Class.
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The new GLC EV, unveiled in Munich earlier this month, is a sign of things to come. Alongside the star-shaped LEDs also seen on the new CLA, the SUV debuts an illuminated version of the Mercedes grille inspired by the past, elements that are set to influence future models across the range.
Wagener admitted that the grille wasn’t part of the original plan. It was added later, following a conversation with Mercedes Chairman and CEO Ola Källenius. The change required extra time and resources, but Wagener insists the effort was worth it.
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