Audi Design Chief Slams "Screen Overload": Rejects Tech for Tech's Sake

Audi's Chief Creative Officer, Massimo Frascara, recently criticized the automotive industry's overreliance on large screens in vehicle interiors, calling it "technology for technology's sake." He noted that while Chinese consumers favor smart cockpits and voice controls, the global adoption of uniform screen-centric designs has compromised Audi’s traditionally high-quality materials and refined details—such as the iconic "Audi click" tactile feedback. In its newly unveiled Concept C, Audi is already attempting a return to its roots: the center display has been reduced to 10.4 inches and can be hidden within the dashboard. Frascara emphasized that future models will reduce dependence on screens and prioritize interior craftsmanship. However, the new Q7 and Q9, set to launch later this year, will retain the current design language; a true transformation may not arrive until the brand’s electric sports car enters production in 2027. Meanwhile, Mercedes-Benz continues to champion the large-screen approach, even mocking Audi’s design as “looking like it’s from 1995.” Audi, however, has chosen not to respond, instead focusing on shaping its next-generation products.