Audi Design Chief Rejects Excessive In-Car Screens
Embracing Tactility: Audi's New Vision for Interior Design
The Rise of Digital Dominance in Automotive Interiors
The contemporary automotive landscape has witnessed a significant surge in screen integration within vehicle cabins. This trend is often driven by factors such as cost efficiencies, as digital interfaces can replace numerous physical components, and evolving consumer preferences, particularly in markets like China where advanced, smartphone-like dashboards with AI-first capabilities and seamless voice control are highly sought after. This global shift has led many manufacturers, including Volkswagen and its luxury division Audi, to extensively incorporate screens, sometimes even introducing additional displays for front passengers.
Audi's Commitment to Redefining Interior Excellence
Despite the industry-wide embrace of screens, Audi is poised for a significant pivot in its interior design philosophy. Massimo Frascella, the brand's Chief Creative Officer, champions a departure from the "technology for technology's sake" mindset. His vision is to re-emphasize the premium quality and tactile experience that were hallmarks of previous Audi models. This involves reducing the reliance on oversized screens and the pervasive use of glossy black plastics, instead focusing on a harmonious integration of analog and digital elements. The forthcoming Concept C, a precursor to future Audi designs, exemplifies this direction with a more modestly sized 10.4-inch central display that can recede into the dashboard.
The Philosophy Behind Audi's Design Evolution
Frascella articulates that the objective isn't to eliminate technology but to optimize its presentation and functionality to benefit the user experience. He stresses the importance of precision, quality materials, and the distinctive "Audi click"—a term evoking the satisfying tactile feedback of well-engineered controls. This commitment to superior interior quality has been echoed by other Audi executives, acknowledging that while the brand's interior standards may have wavered, there is a clear roadmap to reclaim its former reputation for excellence.
Diverging Paths: Audi vs. Mercedes-Benz on Screen Integration
In stark contrast to Audi's move towards a more balanced interior, Mercedes-Benz continues to champion the use of large screens. Gorden Wagener, Mercedes' outgoing design chief, contends that expansive displays are essential for visual referencing and entertainment purposes, such as watching movies. He has even critiqued Audi's design approach, suggesting that some of its concepts appear dated and lacking in technological advancement. This difference in design philosophy underscores a fascinating divergence in how these luxury automakers perceive the future of in-car user interfaces.
The Future Landscape of Audi's Interior Design
While the full impact of Frascella's vision will gradually materialize, particularly with the 2027 launch of the Concept C-inspired electric sports car, Audi's current models like the next-generation Q7 and the upcoming Q9 SUV will initially adhere more closely to existing design conventions. This strategic realignment by Audi to prioritize a blend of digital innovation with traditional craftsmanship and high-quality materials aims to differentiate the brand and cater to a discerning clientele that values both advanced technology and a sophisticated, tactile driving environment. This move also aligns with a broader industry trend where other manufacturers, such as Kia, Scout, Hyundai, and even Ferrari, are acknowledging the importance of physical buttons and enhanced material quality.