Audi's design chief Massimo Frascella criticizes large touchscreen trends in cars, advocating for premium tactile controls and quality materials in future models like the Concept C.
© A. Krivonosov
Audi's design chief Massimo Frascella has sharply criticized the current trend of using large screens throughout car interiors, calling it "technology for technology's sake." In his view, the widespread move away from physical buttons in favor of touchscreen displays doesn't make cars more convenient; it merely creates an illusion of progress while allowing manufacturers to cut costs on materials and components.
Today, large central screens have become standard not only in China but also in new models for the European market, where nearly everything—from climate control and seats to driving assistants—is managed through the multimedia system. However, Audi, part of the Volkswagen Group, has decided to go against this trend. Frascella believes the brand needs to reclaim the strengths of its past: high-quality materials, pleasing tactile sensations, and the distinctive "click" of controls that fans have long valued.
In an interview with Top Gear, he emphasized that large displays alone don't provide the best user experience. For Audi, the challenge isn't about rejecting technology but about implementing it thoughtfully and in a premium way, where digital solutions are complemented by mechanical elements and metal, creating a sense of precision. It's this combination of tactile feel, visual quality, and well-considered ergonomics that should define luxury.
The Audi Concept C embodies this approach, featuring a relatively compact 10.4-inch screen that can retract into the instrument panel when needed. Frascella openly expresses a desire to move away from "screen dependency" and the dominance of glossy black plastic, restoring the character and individuality of Audi interiors.
Within the industry, opinions are divided. At Mercedes-Benz, for example, large screens are seen as inevitable because users want to watch videos directly in their cars. The brand's design director, Gorden Wagener, even called the Concept C too traditional. According to Western media reports, the production version of the Concept C is expected in 2027, marking a new chapter for Audi, while upcoming models like the Q7 and future Q9 will retain the current design philosophy for now.