Audi has announced that its next-generation interior design will move away from an over-reliance on large screens, reintroducing physical buttons, knobs, and premium materials to restore the tactile quality found in earlier models. This shift won’t be immediately applied across all new vehicles; for instance, the upcoming Q7 and Q9, set to launch in the coming years, will retain the current dashboard layout.
Rouven Mohr, Audi’s head of technology, stated that future cabins will integrate technology in a more understated manner, avoiding making screens the visual focal point. He emphasised that while Audi will continue embracing digital technology, it will adopt a more restrained and harmonious design approach.
The brand plans to introduce an interior concept called “Radical Next,” aiming to strike a balance between display size and tactile elements. In recent years, Audi aggressively pursued screen-dominated cockpits, eliminating the original MMI rotary controller.
Now, the company is indirectly acknowledging that customers in markets such as Europe, North America, and Australia still prefer physical controls that can be operated by feel without diverting their gaze. Mohr noted that retaining physical components with classic “click” feedback, tactility, and material quality is an integral part of Audi’s brand DNA.
Also, did you know that physical buttons offer immediate, tactile feedback so drivers can adjust settings (like climate or audio) by feel without taking their eyes off the road. Studies have shown that navigating deep touchscreen menus creates dangerous delays in driver reaction times.
Plus, upcoming regulations, such as safety standards from Euro NCAP, favour physical controls. To receive top safety ratings, vehicles are being pressured to use tactile switches for essential functions like hazard lights and windshield wipers.
