by Audi has decided to change its approach to interior design. After several years of turning dashboards into full-blown tablets, the German automaker plans to bring back physical buttons and high-quality materials. This is meant to evoke classic Audi models, famous for their unique interior atmosphere.
Changes will not be immediate
New models arriving in the coming years, including the Q7 and Q9, will still use the current design philosophy for now. However, they already hint at the future by offering trim made from natural slate. This underscores a return to genuine, authentic materials.
Technical director’s opinion
Ruven Mohr, Audi’s technical director, told Australian publication GoAuto that the company aims to integrate technology more seamlessly. Instead of making screens the main focal point, as in the Q7, future interiors will be more restrained.
«In the past, Audi was always a leader in developing infotainment systems. We always tried to combine the latest technologies from the digital world, but we did it very subtly and well-integrated,» Mohr said.
«In the future, Audi will integrate a radically new interior design… we want to be very restrained regarding the size of displays and tactile elements.»
Customers missed buttons
This is a notable shift in direction, as Audi was one of the manufacturers actively adopting screen-filled interiors, abandoning its well-tuned rotary MMI selector. The company now effectively acknowledges that many buyers, especially in Europe, North America, and Australia, still value controls that can be found by touch without distraction from the road.
Given that key competitors have recently rethought their own dashboards, Audi’s decision is not surprising. BMW’s new Panoramic iDrive combines a full-width windshield display with a central touchscreen. Mercedes, on the other hand, took a different path, turning entire dashboards in some of its cars into giant digital displays.
Hints from concepts
It’s only been three years since Audi’s current digital style debuted on the A5, but the manufacturer may have already shown where it’s heading next. The recent Nuvolari concept featured a very restrained interior with a conventional instrument binnacle and a portrait-oriented tablet positioned low on the center console.
The Concept C, a TT-like concept car that debuted last year and previews a 2027 production model, was equally restrained. Admittedly, its tablet was positioned horizontally in the center of the panel. Both concepts look modern but without excessive effort, and feature rotary dials on the steering wheel.
«We believe that having physical elements — buttons and wheels — is part of our DNA,» Mohr said. «And each of them should have a classic Audi click, touch, and feel.»
Audi’s move is part of a broader trend in the automotive industry, where manufacturers are beginning to rethink the role of touchscreens. While technology allows for impressive displays, experience shows that over-reliance on them can distract the driver and reduce usability. The return to physical buttons, especially for frequently used functions like volume control or climate control, can make driving safer and more enjoyable. Audi appears to be betting on a balance between modern technology and time-tested ergonomics, which could become a key competitive advantage.
