by The automotive industry in recent years has turned into a strange race where manufacturers try to install the largest possible screen in the cabin, while getting rid of physical buttons and controls. Some are even adding widescreen TVs to the rear of the cabin. Audi has been an active participant in this trend, but now the situation may change.
Criticism of Excessive Screens
The chief creative director of the premium German brand, Massimo Frascella, openly questions the thesis that more screens provide a better user experience.
Large screens are not the best experience
In an interview with Top Gear magazine, he called them “technology for technology’s sake.” Frascella is one of the few executives at this level who has a real opportunity to influence changes.
A New Approach to Design
Frascella joined Audi in 2024 after working on key Land Rover products such as the Velar, Defender, and Range Rover. If you look at their interiors, you won’t find huge screens there.
This same design approach is clearly evident in the new Audi C concept, which is being prepared for series production in one form or another. Audi has published several images of this concept without a central touchscreen for the multimedia system. In those versions where a screen is present, the concept’s interior looks very similar to modern Land Rovers or Range Rovers.
The Philosophy of Four Principles
At the core of Frascella’s vision are four words: clarity, technicality, intelligence, and emotionality. Importantly, Audi’s “emotionality” is no longer trying to be artificially imposed. Instead, Frascella argues that it should naturally emerge from discipline, precision, and purposefulness.
Its Own Path Instead of Blindly Following Trends
Audi has always been at its best when it acted with confidence. Therefore, we need to listen to what the customer needs, and then find our own way to meet those needs, according to the brand’s experience, not just do what everyone else does
The question of whether Audi can fully realize this vision in series production remains open. However, it is obvious that the company is ready to go its own way in search of new trends, not blindly follow the already beaten path.
The statement by the design chief of one of the leading automakers indicates a potential shift in the approach to cabin design. Many drivers have already expressed dissatisfaction with the need to use complex touchscreen menus while driving, which can distract attention and affect safety. A return to a more tactile, intuitive, and physical interface could be a response to the real needs of users, not a marketing race of technologies. This step could also strengthen the identity of the Audi brand, which is traditionally associated with high quality, thoughtfulness, and engineering excellence, not with the number of pixels per inch. The success of this initiative will largely depend on how the market perceives such changes and whether premium segment buyers are ready to value ergonomics over technological “heaviness.”
