MINI Confirms Retention of Physical Buttons: Rejects Over-Digitization, Stays True to Brand Connection

In response to the automotive industry's trend of "screen overload," MINI has clearly stated it will not eliminate physical buttons inside its vehicles. Holger Hampf, the brand's new head of design, emphasized that an excessive pursuit of digitalization risks diluting MINI’s distinctive character and weakening emotional connections with users. MINI will continue striking a balance between digital interfaces and physical controls, retaining its signature 9.4-inch circular OLED central display. Without increasing the screen size, the brand aims to refine the user interaction experience. Hampf noted that the circular screen has already become a core design element, and MINI will further enhance its uniqueness while ensuring intuitive operation and preserving a "tactile, analog feel"—thereby upholding the brand’s hallmark driving pleasure and unmistakable identity.