Audi Returns to Physical Buttons, Countering the Big-Screen Trend with Tactile Clicks

Going against the industry-wide trend of oversized screens, Audi has chosen to take a different path. On January 27, Audi Chief Creative Officer Massimo Frascara publicly criticized the practice of "piling on screens," emphasizing that technology should "appear when needed and disappear when not." In its newly unveiled Concept C, Audi has reduced the central infotainment screen to 10.4 inches and made it fully retractable, while retaining and upgrading physical buttons crafted from aluminum alloy and recycled leather to reinforce the brand’s signature "Audi click" feel. The interior ditches glossy plastics in favor of natural fibers and sustainable materials, aiming for a balanced harmony of tactile and visual quality. This strategy aligns with BMW and Volkswagen’s recent reevaluation of eliminating physical controls, while Mercedes-Benz continues to champion large displays, planning to launch a 39.1-inch hyperscreen.