Audi is reworking part of their HMI strategy: on fresh model lines A/Q5, A/Q6, and A/Q6 e-tron, they’re discontinuing touch sliders on the steering wheel and returning to proper physical rollers for volume and menu scrolling. They say it’s in response to customer feedback.
In a recent interview, Audi’s new design lead Massimo Frascella said big screens are not the best experience, and called out technology for the sake of technology – an announcement of intent to opt out of the screen-size-and-exclusivity race. The subtext: premium isn’t about adding inches; it’s about tactility, precision, and perceived quality.
The direction is also visible in Audi’s Concept C: screens stay, but they’re better integrated (including a smaller, foldable central display cited around 10.4 inches), while the cabin leans back into metallic switchgear and material quality — a shy-tech approach where digital controls and displays appear when needed, not as a permanent wall of glass.
The priority at Audi seems to be shifting from more, bigger, and more exclusive screens to usability without looking. Refreshing! Let us see how much traction it gets and where it leads.
