Mercedes-Benz Is Finding New Ways to Integrate Technology into Cars

The dachshund bobblehead’s official name, in German, is “wackeldackel.” (Say that three times fast.) That agreeable miniature has been a fixture on Mercedes-Benz’s leather dashboards since 1965, at least in the brand’s homeland — but now, thanks to an upgrade from synthetic character designers Superplastic, the pup is moving into the digital screens of the 2024 Mercedes-Benz E-Class.

Meet Superdackel, the digital evolution of the doggo that emerged as a joint partnership from the Vermont-based creative studio and the German automaker. Superdackel will join Superplastic’s digital universe of characters, alongside the brand’s mainstay personalities Janky and Guggimon. The collaboration was first announced at CES in Las Vegas earlier this year via an animated short film that features Superdackel, Janky, and Guggimon breaking into a Merc dealership to pilfer an E-Class and joyride throughout New York City.

Mercedes Benz

Superdackel’s New Home: the MBUX Superscreen

Life will imitate art, somewhat, as that very video and other Superdackel digital animations will move into the MBUX Superscreen, the comely expanse of screen that transforms the front seat of the new E-Class into an IMAX-like entertainment portal. (Note that the Superscreen is, in fact, slightly different than Mercedes-Benz’s Hyperscreen.) Comprising three enormous screens, and an optional host of streamable entertainment from third-party apps like Apple Music, TikTok, Webex and Zoom, E-Class users can enjoy heaps of content from the Internet — or upload their own, thanks to an included selfie camera in the dash.

Mercedes Benz

Factor in the creative lighting system that surrounds and ambiently glows behind the screens features “beat-synchronicity,” which allows it to match colors and vibes to any detected sound, and the front seat of your Mercedes will be more luxurious and engaging than first-class airplane suites.

Using Dolby Atmos to Immerse You in Sound

The Superdackel video within the MBUX system also utilizes another entertainment-first enhancement from Mercedes, Dolby Atmos. This technology from the audio giant enacts revolutionary spatial audio configurations, run through Burmester 4D surround sound speakers, “makes you feel like you’re inside the music,” per a Dolby rep. While other automakers are following suit, Mercedes—and the E-Class, in particular—will be the inaugural offering.

Mercedes Benz

It’s impressive to hear in person. Shutting down the street in front of Superplastic’s New York City store on the Lower East Side, an enormous Superdackel figure stood watch over a wrapped E-Class on June 21, allowing select guests to hop in and experience the immersive tech. If this is the future of in-car entertainment, sign us up.

You Don’t Need an E-Class to Experience Superdackel

Accompanying all the digital experiences of Superdackel, Superplastic and Mercedes-Benz also launched a capsule collection of tangible items, including a hand-carved wooden version of Superdackel himself ($3,500), a hoodie ($238), a t-shirt ($140), a hat ($64), and a leather dog collar ($150). Naturally, all items are in limited quantity — only 65 wooden figures were created—so if you’re vibing the merch, move quickly.

Wait, What’s Superplastic?

Born from the mind of Paul Budnitz, the artist who created Kidrobot, Superplastic is a character design studio that creates synthetic celebrity characters who live in digital universes, web3, and animated entertainment. There are physical extensions of Superplastic’s cast, too, in the form of high-end collectibles, apparel, and live experiences. Annually, the company sells tens of millions of dollars. Superplastic has collaborated with everyone from Gucci to Post Malone to Fortnite to Gorillaz. The company is currently valued at $168 million dollars.

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