Even if legacy automakers are on a slippery slope in China, it remains a massive market. Ideally, carmakers would develop different dashboard layouts depending on regional preferences, but that costs money. Instead, screens have taken over globally, even in Europe, where VW is now bringing back buttons<\/a> after realizing that\u2019s what people really want. Better late than never, right?<\/p>\n The situation is similar at VW\u2019s luxury arm, Audi<\/a>, as Ingolstadt also sadly went all-in on screens. Some of its latest models even feature an extra display for the front passenger, as shown above on the new A6 Avant. However, the company\u2019s Chief Creative Officer wants to bring back what once made Audi interiors great: quality materials and a touch of that so-called \u201cAudi click\u201d a well-built cabin used to have in previous-generation models.<\/p>\n Photo by: Audi<\/p>\n Photo by: Audi<\/p>\n Photos by: Audi<\/p>\n Speaking with Top Gear<\/a> magazine, Massimo Frascella said what most of us are thinking: \u201cBig screens are not the best experience. It\u2019s technology for the sake of technology.\u201d The Concept C points toward not only an electric sports car but also a return to form in terms of Audi-ness inside. It still has a central display, but it\u2019s been downsized to 10.4 inches and can be folded into the dash, as was the case with many models from the last decade.<\/p>\n How much of the Concept C\u2019s goodness will trickle down to future production Audi models remains to be seen. However, Frascella gives us hope that the overreliance on screens and the sea of glossy black plastics will become a thing of the past with next-generation vehicles:<\/p>\n \u201cIt’s not about taking things out, it’s just offering the technology and the functionality in a way that’s beneficial for the customer. And is premium. This mix of digital and analog, the tactility, the perception of quality that is so important for Audi, the precision, the metal parts\u2026 we talk about the Audi click. These made Audi what Audi is.\u201d<\/p>\n This is not the first time a high-ranking Audi official has admitted interiors used to be better<\/a>. Head of Product and Technology Communications Oscar da Silva Martins told our colleagues at Motor1 Germany\u00a0in an interview last year that \u201cwe have certainly been better in terms of quality in the past, but we will get there again.\u201d<\/p>\n <\/p>\n <\/a><\/p>\n 77 <\/p>\n \n Source: Audi <\/p>\n While Audi pledges to move away from today\u2019s screen bonanza, Mercedes sees things differently. Outgoing design chief Gorden Wagener claims \u201cwe want to have a visual reference on the screen, or you might want to watch a movie and stuff like that. So yeah, you need big screens.\u201d He went as far as taking a jab at Audi and its Concept C, saying the \u201cinterior looks like it was designed in 1995<\/a>. It is a little bit too known, and there is too little tech.\u201d<\/p>\n Audi refused to respond, instead opting to focus on how it will shape tomorrow\u2019s models. Expected to go on sale in 2027, the Concept C will usher in a new era. Meanwhile, the next-generation Q7 and first-ever Q9<\/a> will stick closer to the current formula when the SUVs arrive later this year.\u00a0Massimo Frascella was appointed\u00a0Chief Creative Officer in June 2024, so his influence on new models won’t be truly felt until the electric sports car lands next year.<\/p>\n Photo by: Audi<\/p>\n Photo by: Audi<\/p>\n Photos by: Audi<\/p>\n Motor1’s Take:\u00a0Frascella gets it. Most of us don\u2019t have a problem with screens per se. However, an interior becomes overwhelming and distracting when the dashboard turns into a near pillar-to-pillar display. Adding screens also tends to make cabins look cheap, which is especially problematic in the luxury segment, where buyers expect higher material quality.<\/p>\n While Audi appears to be moving in the right direction, one can\u2019t help but wonder whether nicer interiors will make cars even more expensive. It\u2019s logical to assume that adding buttons and improving fit and finish will command a premium. Then again, Audi needs to further distance itself from the mainstream VW brand, which is also reintroducing physical controls while upgrading materials<\/a>.<\/p>\n \n \t\tWe want your opinion!\n\t<\/p>\n What would you like to see on Motor1.com?<\/p>\n![\"\"](\"https:\/\/www.newsbeep.com\/nz\/wp-content\/uploads\/2025\/10\/16x9-tr.png\")
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