Mini Stands Firm on Physical Buttons: Balancing Digital and Analog Experiences

In response to the automotive industry's growing overreliance on touchscreens, Mini has made it clear it will not abandon physical buttons. Holger Hampf, the brand's new head of design, emphasized that Mini must strike a balance between digital and analog experiences—otherwise, it risks losing the unique sense of driver engagement and distinctive character that define the brand. Although the 9.4-inch circular OLED central display introduced in 2023 remains the focal point of the interior, Mini will continue to incorporate physical buttons and knobs to enhance human-vehicle interaction. Hampf believes current touchscreen interfaces are already sufficient; the future focus will be on refining digital features and better integrating them with physical controls to preserve Mini’s iconic qualities. This approach also aligns with the BMW Group’s broader commitment to “moderate digitization.”