By on December 17, 2019

With Cadillac torpedoing any hope we had that the touchscreen trend might come to swift end, we started digging around to see the latest and greatest interior screen experiences automakers are hoping to push onto the market. The worst offenders cropped up in concept vehicles, though most automakers aspire to equip future models with more screen space than you’ll know what do with — see China’s Byton for an example.

As for less speculative specimens, Audi had us covered. The brand’s MMI Touch Response infotainment system sacrifices physical controls for three rather large interactive displays. Limited to higher-end models (A6, A7, A8, and Q8), MMI groups a 12.3-inch digital gauge cluster, 10.3-inch central console, and a smaller 8.6-inch display for controlling the HVAC system. Apparently, that’s the interior Audi wants to run with for all future vehicles while it works up something new. 

According to Motor Authority, Marc Lichte, Audi’s head of design, said the company eventually plans to phase out buttons in the cabin to better embrace newer technologies and forge a premium appearance. The next sweeping change for Audi interiors will be a head-up display utilizing some level of augmented reality (meaning it will adapt and interact with what you see on the road ahead).

Meanwhile, the gauge cluster will become smaller and show less information — allowing the HUD to convey fundamentals. Lichte also wants to see the center console morph from two separate screens into one really big one (think Tesla). Obviously, this change will have some ramifications.

From Motor Authority:

While today’s setup has a real volume knob, Lichte said in the future there will be no more buttons. The traditional volume knob will disappear, but some sort of alternative will remain, likely a volume rocker on the steering wheel for those who don’t want to use the touchscreen or voice controls.

While voice controls open cars up to the same privacy concerns we’ve seen with smart-speaker technology (e.g. Google Home and Amazon Echo/Alexa), it’s probably the best solution to keep drivers from getting distracted. Our main gripe with touchscreen implementation is how much more attention they demand of a user compared to a simple switch or knob. Several small-scale tests support this claim. But perhaps the most damning evidence came from the U.S. Navy, which decided to revert its destroyer fleet back to traditional controls after the National Transportation Safety Board faulted the new design as partially responsible for a fatal shipwreck. Surveyed crewmen also said they didn’t care for the new touchscreen systems, claiming they produce more fatigue and aren’t as intuitive or functional as dedicated physical controls.

That doesn’t guarantee Audi is making a mistake, just that there are some obvious drawbacks to its strategy. Those big screens are going to constantly draw the driver’s eye; interfacing with them will require more focus than the clock-radio units jammed into the dashboards of yesteryear. They’ll also grow heavy with fingerprints as you begin using them on a daily basis and may eventually drive you bananas with promotional items you didn’t ask for. But they’ll look slick in a dealer showroom and likely offer novel app-based features that require a very specific, and screen-centric, interface.

[Images: Audi]

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59 Comments on “Report: Audi Wants to Ditch Interior Buttons, Free up More Screen Space...”

  • avatar

    The biggest safety concern of modern interior design is the elimination of changing radio and HVAC settings by feel. It is as if they want us to look away for extended periods of time. At least they are considering a voice command option but FFS… keep it simple.

  • avatar

    Talk about wasted space, here we have a speedometer digitized as a mechanical unit, and displays the actual speed as a number.

    • 0 avatar

      speaking of that speedometer… look at top pic, my 1987 Le Baron had same dash

      • 0 avatar

        Yes, the top picture reminded me of an 80s Subaru XT or Corvette–and you now, LeBaron GTS. Bizarre or cheap-looking instrument panels then, and now.

        My biggest pet peeve with my Buick Regal is the ‘touchscreen’ for HVAC temperature, vs up/down button or know. Gotta take eyes off the road and look DOWN. At least the radio screen is high on dashboard. Also, radio responds to gloved hand. HVAC does not.

    • 0 avatar

      Maybe it is just a setting, to play Devil’s advocate.

      I can set my Buick Lacrosse to have the same gauge. Analog speedometer that looks identical to the one in the picture (I mean 100% identical).I can set it so that a digital speedometer is also displayed in the center, just like in the picture, but that is one of literally dozens of displays I can put in that space (map, directions, radio station, fuel economy, following distance of car in front of me, etc. etc. etc. etc.).

      I would ass-u-me that Audi is set up the same way, and this was simply a mock up.

  • avatar

    Like most trends the good news is in 20 years buttons will make a retro come back. They will be considered an elegant interface, a system from a by-gone era where tactile feedback was considered paramount to controlling a 4,000lb hunk of steel screaming across America’s highways. Of course all this button will do is turn on the auto pilot but it will be a beautiful button with a premium feel that produces a satisfying click when pressed.

    What I hope for is that enough physical button stay around but the screen above / next them allows you to customize what they do. Similar to radio presets. A few cars have moved in this direction – the new BMW M cars have a “M” button and the upcoming C8 has a similar Z button. For example imagine a rain button that turns on the wipers and lights plus the defroster while also setting the traction control to wet mode. This saves you from pressing 4 different buttons. However using a screen to control radio volume vs a simple knob? Epic fail!

    • 0 avatar

      “However using a screen to control radio volume vs a simple knob? Epic fail!”

      If you’ll indulge a movie metaphor, putting a touchscreen-controlled volume control on a $19,000 Civic was “Han Solo” level epic fail. Who *didn’t* hate it?

      On a $60,000 Audi, we’re in full “Heaven’s Gate” mode here. All we need is Kris Kristofferson to do the commercials.

      What the f**k are these guys thinking? My guess is they’re aping Tesla, but that nonsense is a glaringly obvious “no sale” for me, and I bet I’m not alone.

      • 0 avatar

        My Civic has a giant volume knob. I almost never use it, as there is a volume rocker switch on the steering wheel that I don’t even have to move my left hand to use. I really think that menu-driven controls of any kind on cars are a design failure, but the indignity over Honda dropping the volume knob on cars that already have a better solution is hilarious. It’s like complaining about the lack of a floor mounted high-beam switch on a car with flash-to-pass.

        • 0 avatar

          I hate steering wheel controls. I have FOUR cars with them, and every one of them is configured completely differently, plus the myriad rental cars I drive every year. I want a KNOB, where I can easily reach it, and easily remember where it is.

          The only car I routinely use the steering wheel volume control is my Fiata, because while it has a knob, it is conveniently (/s) placed to be worked by my right elbow. And I still end up using it 50% of the time anyway if I want to make a BIG change in volume. The steering wheel controls are too damned slow to act. But even that knob is better than some awful touch thing.

          As much as I hate the UI in the Ford Flex I am driving this week, it does have a proper volume control knob. And fan speed knob too! The rest of the controls suck donkey balls. Which is too bad, because I LIKE the Flex.

      • 0 avatar

        For sure! Once the Model 3 came out with the massive iPad to control everything anyone who claimed their car had “tech” was forced to follow Telsa’s style because consumers associated the two so closely.

        I honestly I think Telsa’s no button approach was driven more as a cost saving move. Why develop ten different switches and figure where to put them when you can just add a button via software? Since everything is already controlled electronically it makes perfect sense. To hell with the fact that its super annoying. As a bonus it gave the car that full on Star Trek Next Gen looked that consumers ate up like free donuts in the break room at work.

        • 0 avatar

          LOL…first thing I tried in a Tesla was to pull up YouTube and put a super-sized LCARS display in the screen. Cough…NERD….

          But, seriously, Next Gen was an ergonomic DISASTER. You’d have to have bionic vision to read a tricorder. And don’t even get me started on the sex-toy hand phasers.

      • 0 avatar

        Yeah I wouldn’t be imitating the non-drivetrain parts of Tesla at all.

        Then there’s this which is just fricking hilarious, straight outta GM’s playbook:

        “you may end up paying more than $1,800 to repair your Tesla because of a cheap eMMC flash memory card. ”

        • 0 avatar

          My gripe with Tesla isn’t that they are electric, it’s that they really are epically crappy cars in sooooo many ways. For waaay too much money. I’d be just as critical of them if they had BMW turbo sixes in them.

          I have the same gripe with Apple, actually. Nice OS, shame what they make you run it on these days at over-inflated prices.

      • 0 avatar

        I will be facing this issue in April when it is time to turn in my ’17 A6.

        My current A6 has about the best interior styling, quality, and ergonomics of any car I have ever owned, and they ruined much of what I like about it with the redesign (and to add insult to injury, they have even ditched the distinctive and groovy red interior illumination which has been a consistent feature for 20+ years).

        It seems short-sighted to pass on an otherwise outstanding vehicle just because I don’t like the interior controls, and damn Audi for putting me in this dilemma when they never did so in the past, but if I can’t force myself to warm up to it I’ll have to look elsewhere; it’s just too much money to “settle” for something that isn’t fully optimal.

    • 0 avatar

      I find it amusing that about the only button on a Tesla Model 3 dash opens the glove box door electrically. Seriously, you guys HATE buttons, but you have a button for the one thing there is absolutely zero reason to have a button for in the first place??

      The whole row of “radio preset” buttons has been customizable to do just about anything since the FXX cars debuted. My M235i had it, I set the very first button in the row to turn the screen off. I only used about three of the ten for radio presets.

      The M button steps it up to allowing a customized blend of different functions around performance, selected with a single push. MY GTI can kind of do that too, actually, though you have to step through ECO/Sport/Normal/Custom to get there rather than a single button.

  • avatar

    Idiotic. I will not own a vehicle without physical HVAC and audio controls. Thank goodness some manufacturers aren’t giving up on them.

    • 0 avatar

      I forge a union with you

    • 0 avatar

      Yup. It’s not as if Audi has ever cared one bit about ergonomics or a good UI. Just look at how much they’ve focused buttons low and far back near and actually behind the gear selector over the years and you’ll know that they are complete idiots or just don’t care in an incredibly arrogantly huge way.

      I’ve tried that new system and it’s only as horrible as expected but actually even worse. The ‘touch response’ buttons are a complete failure, since you have to hit them very accurately and for some reason most attempts to press a button require a double-take. Of course not even because you know you didn’t hit it, but you have to look down to first see whether or not you did hit it, and then again when you go to correct the situation…

      As many others have correctly pointed out: you have to keep looking down to use those touchscreens. You have to aim and guess as to whether or not you successfully hit the button (so you have to look again). They are in the wrong locations. They feel horrible. They do in fact get dirty very fast.

      Systems like BMW’s iDrive are a million times better in their current form. And even they could be made better using BMW’s own literature on ergonomics.

      • 0 avatar

        I agree with you. I rent A4s from SilverCar a few times a year, and Audi’s “MMI” system has been awful for the past few generations. Mercedes COMAND is almost as bad too. Volvo Sensus is even worse. BMW has it figured out, but I fear their adding touch (and gestures, ugh) to iDrive is going to ruin it.

        Zero-feedback touch buttons are the absolute worst. They do seem to be even LESS responsive than touchscreens.

        • 0 avatar

          I agree. Except the newest Mercedes MBUX is pretty ok.

          BMW adding touch and gestures have not been negative so far IMO, since everything still works with the iDrive system as before in addition. I’ve tried several versions of the iDrive with touch, and I was able to use it exactly as before, and it was completely natural, only with the added benefit that a few times in total I used the touch feature while stationary.

          It’s weird how clear it is that given a choice you just use the iDrive as before completely ignoring the touchscreen, and only when the car is parked do you sometimes tend to use the touchscreen.

  • avatar

    I love it when it’s -30 degrees outside, and you can’t turn the heater on. Because the touchscreen isn’t rated to work in such a cold environment.

    I hate it when manufacturers make cost-saving measures and try to pass them on as “improvements” or “modern design”. I’m willing to pay more for a three-knob HVAC than a lousy glued-on tablet.

    • 0 avatar


      • 0 avatar

        If you count by number of touches, the three knob system plus an a/c on-off still win. Auto ? You still have to toggle defrosters, and will usually change the temp knob. The fan will usually be too low or too fast.

        The simple, 3 knob climate control, as done by VW and others, is only improved at their own risk.

        The ipad is a cost saving move, period….for a low volume maker, it is three knobs less, a few switches, and a panel.

    • 0 avatar

      Last year, we had a couple of weeks where it frequently hit -30F.

      Interestingly, the touch screen on my 100K mile Ford was flawless, but a couple of buttons stopped working.

      I say this as someone that likes buttons. I’m impressed with how durable the MyFord Touch screen is.

  • avatar

    yeah… This is a bad idea. Looks great at car shows or in the showroom but doesn’t make sense on the road. I have a Volvo XC90 with the big screen. Nice but unsafe.

  • avatar
    Arthur Dailey

    Just preparing us for the day when we will all just be passengers and the cars will drive ‘autonomously’?

    I wonder if Marc Lichte even drives?

    Reminds me of when a company I worked, with custom designed their own new building. Since they already employed a full floor of architects and interior designers they allowed them all to work on the exterior and interior design. It was a veritable ‘dogs breakfast’. Each designing/arranging something to ‘impress’ their peers without regard to the use or utility of their design.

    When they moved out of this new building a few years later it sat empty for over 2 years in a booming real estate market and the new owner/tenant had the exterior redone and gutted the interior prior to moving it.

    • 0 avatar

      Screens are great so long as we have full autonomous driving. Till then, it’s marketing crap designed solely to wow you in the first few minutes and then f*** and frustrate you after you’ve either leased or bought the car.

      Bring back toggle switches. It’s the only thing MINI does right and kudos to Toyota/Subaru for including them in the BRZ/86.

      Those scream premium, because doesn’t the Bentley have ’em too?

  • avatar

    Audi owner here: two BIG thumbs down.

    1) Whine about the “screen on the top of the dash” arrangement, but until now, Audi’s done it right – the radio, media and nav controls are all in your line of sight, and the center-console switches become second nature very quickly, so you don’t have to take your eyes off the road much to control all this stuff. When you don’t want the screen, you touch a button, and – voila! – it glides back into the dash. Plus, the disappearing screen party trick never fails to impress passengers. Great idea, well executed. Why ditch it to just ape Tesla?

    2) This new arrangement puts the nav screen *below* eye level, so it takes your eyes off the road. But wait, there’s more – the screen’s for the radio as well, and now that’s below your line of sight as well. Worse yet, it looks like the radio is out of your line of sight. But for bonus points, it looks like the HVAC *and* seat adjustments are all on a lower screen, even further out of your line of sight. Dumb.

    3) For the record, since they seem to be chasing Tesla here, the *one* deal killing feature I found in the Tesla Model 3 was the silly, touchscreen-uber-alles car control system. That was a big “no sale” for me. I guarantee you I’m not alone in this.


    Guess when I ditch my A3 for an S5 Sportback(make mine red, please) in a couple of years, I’m looking at a used one with MMI. This nonsense is “no sale” for me.

    • 0 avatar

      It’s killing my interest in newer cars as well. It’s just poor user interface design, and it’s obvious to anyone who cares to think about it.

      • 0 avatar

        I get that all the electronic stuff in higher-end cars leads to “button-itis.” But I’d rather have buttons than some stupid touchscreen. And there’s a way to handle it.

        How ’bout this?

        The Aviator’s as teched-out as any high-end car on the market, and its’ controls make sense. Same for the entire Genesis line.

        Too Lincoln isn’t going to be making sedans by the time I’m out of my current car – I really like their interiors. Maybe a lightly used Conti?

        • 0 avatar

          “The Aviator’s as teched-out as any high-end car on the market, and its’ controls make sense.”

          I bet this is only temporary. In order to impress people the next version will go to no-buttons + massive touch screen. Especially now that touch screen size has become a bullet point in the brochure. See GM’s new Escalade.

          Or maybe… just maybe, they will realize by keeping enough buttons they can win back the buyers that appreciate logical physical interfaces.

          Actually all the needs to happen is piano black has to go out of style. This will make the huge touch screens look dated. We got here from people complaining about the dreaded cheap grey plastic look. So now everything is shiny black and covered in finger prints ARRRRRR.

    • 0 avatar

      I agree with you about screen placement. If you have to have one, put it right up on top where I can see it. I much prefer the “iPad on the dash screen” of my Fiata to the “down in the center console” screen of my GTI, even though I don’t love the look of it. And the Fiata has an iDrive rip-off control wheel that is nearly as good as BMWs, and Mazda doesn’t let you use the touchscreen while moving anyway. I don’t know why they bother making it a touchscreen, the knob works really, really well all by itself. And no @#[email protected]#@#%@#$ fingerprints on the screen. Motorizing it is just a recipe for an expensive repair someday, no thanks. I’ll just turn it off when I am not using it.

      I just want the two-line display with two knobs and a row of buttons that my aging BMW has in everything. It’s perfection, and does everything I need to do in a car with ease. When I need to navigate, my great big smartphone in a holder works just fine, it’s bigger than a lot of cheap car screens anyway. I don’t need an f’ing tablet built into the dash.

  • avatar

    “…Marc Lichte, Audi’s head of design, said the company eventually plans to phase out buttons in the cabin to better embrace newer technologies and forge a premium appearance.”

    Nothing looks more premium that screens full of fingerprints. I clean the one in my GTI several times a week. Annoying and not any more functional than the buttons that were replaced.

  • avatar

    Former Audi driver here. I really feel like they have been throwing stuff against the wall to see what sticks for a while. My 2012 A6 and A7 had an I-drive copy, clumsy voice commands, multi-use buttons, conventional knobs, and a goofy touch pad that you could learn an alphabet to use, maybe borrowed from Palm Pilot. The touch pads were only used by one salesman during one new car demo. The voice commands were given up on within a week of delivery of the first car, never even discussed on the second one. The joystick controlled some features that were forgotten about quickly, although it did serve as an impediment to using the audio system.

    When the A6 was new, I had some sort of Audi multimedia package that allowed me to show google street view on the screen between the instruments. By the time the 90 day or six month trial was over, it had been forgotten long enough that my employer didn’t subscribe to it. Most of this tech is about appealing to people who are…not thinking about what they use their cars for.

  • avatar

    Boo! Hiss!!! (expletive deleted) One of the things I like about VAG products is their more traditional instruments and controls, vs an in dash video game.

    Of course, I wouldn’t pay an Audi price for a tarted up VeeDub anyway, but that nonsense is bound to leak down to VW products, as they have to amortize the money spent developing it. What I have seen of the new VW electrics is pretty off-putting.

    • 0 avatar
      R Henry

      My old Jetta GLI had a very pretty “Christmas Tree” of dashboard warning lights…it was LOVELY!…..a kaleidoscope of green, yellow, and mostly RED warning indicators….

  • avatar
    R Henry

    I suspect the 10 year old cars of the future will not be crushed because of failed mechanical components, but because expensive dashboard interfaces will fail…leaving the cars inoperable.

    • 0 avatar

      Yes, exactly. Disposable iPhones are one thing, but a $60k+ car? They better make sure they have LOTS of spare parts available, or having a “classic” 2020 Audi in 2030 will not be a thing. …not that we’ll driving anymore of course.

  • avatar

    One thing that occasionally bugs me is when I go into the screen to switch the audio source in my Accord — once on the screen, you have to hit the glyph for AM or SiriusXM DEAD-CENTER, or the thing will just beep at you! Of course, it’s more annoying when the car is moving!

    I can’t imagine how difficult it would be to adjust the climate control on the move! The Honda interface without the volume knob was persnickety enough, so I can only imagine how someone will feel trying to stab furiously at the “Front Defrost” glyph and missing, while the windshield fogs over!!

    (Aha! No more “click to read comments!” Put the user back at their comment after they add one, and that’d be a start!)

  • avatar

    Everyone’s going this way soon. Look at the new Golf. It’s cheaper than making analogue instruments and physical switches, which also have to be installed physically which costs more money. This way, savings are immediate. Your average driver thinks it’s tech-modern, so who gives a damn what a few people like those of us here think?

    Three cylinder engines cost less to build than fours. Ford is flogging the new Escape with one, joining the MINI brigade. BMW has them for Europeans on their runabout cheapo (merely double-price) FWD models, as does Volvo. When Ford has shown Americans to be asleep on the matter and not caring, these two will be ready to pounce on the new-found acceptance. The joys of having power pulses 240 degrees apart will soon be mainstream.

  • avatar

    This is dumb. The Model 3, that everyone wants to copy, has a terrible UI. In my car, let’s say I want to move the driver’s side mirror down a bit, and I want to move the steering wheel out a bit. I press the side mirror control button, and then down on the 4-way mirror control pad on the door. Takes 2 seconds, not at all distracting. Then I press on the 4-way pad on the steering column to move the steering wheel. Takes 2 seconds, not at all distracting.

    In the Model 3, those basic tasks are pretty much impossible to do while driving, because “high tech!” There are no mirror control buttons, and there are no steering wheel position buttons. Instead, you have to find the mirror control setting in the giant screen. Same with the steering position adjustment. NOPE. Sorry Tesla, but I’m not buying.

  • avatar

    This is such a terrible idea. My mom has a q7 and they gave her a new q8 while it was being serviced, the old scroll wheel for infotainment and physical A/C controls in the q7 are so much better than the new all screen setup.

  • avatar
    Land Ark

    The ATS is right up my alley. It fits my life just fine. But I wouldn’t even consider it when looking for a new car earlier this year because of the touch controls.
    If I’m driving with gloves on I don’t want to have to take them off to change something. It’s a distraction that’s unnecessary.

    But Audi always seems out ahead of everyone else. They gave us the giant grille trend and the LED running lights. There’s no reason this won’t set off an unstoppable chain of other car makers doing the same thing if they aren’t already planning it.

    On a side note, my place of work has blocked the commenting engine so I can’t post at work anymore. So, that’s pretty much it for my commenting here. There’s no way I’ll become one of the night posters (shudder).
    It’s been fun!

  • avatar

    I don’t understand why they don’t use super old school style buttons, keys, and switches…that really just connect to a computer that actually controls everything.

    You could produce the interface panel as a separate unit that plugs in more or less like a video game controller or a keyboard.

    Think of how many people would love feeling like they were in an old school race car by flipping some real switches. Give people an automotive equivalent of one of those “make it yourself” meal kits where you just add water and “cook” it yourself.

  • avatar

    So when Ford introduced touch buttons in Ford Fusion everybody and his uncle criticized it and CR even lowered reliability score of Fusion. Now when Audi does the same – they suddenly become visionaries and trend setters of future interior design. Now every company including Ford (who abandoned touch buttons for real ones} is expected to do the same. From my experience with Fusion – yes I often missed the button and pressed the wrong one or just pressed by accidentally touching surface, and yes you get distracted from road ahead.

  • avatar

    Our 2014 Audi Q5 has push buttons and twist knobs but no touch buttons. Nothing haptic going on. And the headlights don’t squint. Blessings.

  • avatar

    My rental this week is a Ford Flex. And I am finding the UI infuriating! It has the usual touchscreen, but it also has those awful non-moving touch buttons for a bunch of functions. Four taps to the screen to turn on the butt heat every time I get in the thing (it’s chilly in Alabama). At least Chrysler puts the butt heat controls right on the nag screen when you turn the car on! Trying to find how to dim the damned screen that was of course set to BLINDING when I picked it up made me want to dim it permanently with a hammer. A textbook example of how NOT TO DO THIS, second only to Tesla.

    These statements by Audi ensure that I will never, ever, even contemplate buying one of their cars.

  • avatar

    Well that’s interesting, because Mazda is keeping buttons. Their reasoning is (and they have a whole team of people just for driver ergonomics), is that it keeps more driver focus on the road.

    One of the design mandates for the Bugatti Chiron was to keep visible technology to a minimum, which is why the interior still has gauges and buttons; they wanted the car to not have a specific date or era attached to it. According to Audi’s standard though the Chiron does not have as premium appearance as their products.

  • avatar

    Ditch buttons? = Ditch Audi.

  • avatar

    Well, I guess my current Audi is my last Audi.

    I use prescription sunglasses, so the are polarized. I was considering transition lenses for my next pair, but that would give me the same issue. HUD never works with those. Some of the touchscreens don’t even work. I literally see a blank, black screen. Or in the case of HUDs, its like its isn’t there.

    Also, if I have to take my eyes off of the road to do something as simple as adjust the HVAC temp or change the volume or input of the sound system, then that’s a safety regression.

    Smaller screens, less screens, and a few easy to operate buttons please. It’s not an airplane or a Star Trek shuttlecraft.

  • avatar
    Polka King

    This world has gone mad. Goofy cast wheels, giant trucks for guys who should be spending their money on Viagra, and now touch screens. I will not have a touch screen if it means I have to buy every next car from Hemmings.

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