Audi Design Chief Slams Big Screens

Audi's head of design, who joined in the summer of 2024, is advocating for a significant shift in the brand's interior design philosophy. He expressed strong reservations about the proliferation of large screens in modern vehicles, describing them as "technology for the sake of technology." Instead, he emphasized the importance of "tactility" and the "Audi click" – the precise feel of physical controls – as crucial elements of the brand's identity and premium perception.

This philosophy is exemplified by the Audi Concept C, an upcoming electric sports car. Its interior features meticulously crafted physical controls made from anodized aluminum, complemented by a small 10.4-inch center display that retracts when not in use. This "shy tech" approach stands in contrast to competitors like Mercedes-Benz, whose design chief has criticized Audi's minimalist interiors as lacking sufficient technology.

However, this move towards more analogue controls aligns with growing consumer demand for physical buttons and switches. Furthermore, safety organizations like EuroNCAP are set to increase scrutiny on the ease of use of car controls, potentially penalizing systems that rely too heavily on complex touchscreens. This suggests a broader industry trend may be shifting back towards a more balanced integration of digital and physical interfaces.