Audi Wants to Curb Giant Screens and Revive Classic Interior Design of Cars

Written by Sara Aquino

Published on 30/01/2026 at 12:15

Foto: IA

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Audi Signals Change in Interior Design and Wants to Reduce Large Screens in Cars, Focusing on Physical Controls and Inspiration from the Audi Concept C.

The debate about automotive design trends has gained a new chapter with the stance taken by Massimo Frascella.

According to the executive, the excess of touchscreens does not necessarily represent an evolution in comfort or the driver’s experience.

On the contrary, it can compromise the perception of sophistication and the intuitive interaction with the vehicle.

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Audi Concept C as an Aesthetic Reference

The Audi Concept C emerges as the main manifesto of this new philosophy.

The prototype breaks with the current industry standard by adopting a retractable multimedia center of just 10.4 inches, along with physical controls on the console and steering wheel.

This more subtle approach reinforces the idea that technology can be integrated elegantly without visually occupying the entire dashboard.

Additionally, the use of analog buttons facilitates operation while driving, reducing distractions.

The Value of “Tactility” in the Interior of Cars

With previous experience at the Jaguar Land Rover group, Frascella argues that “tactility” is an essential part of the premium identity.

For him, the click of a metal button conveys precision, robustness, and quality—sensations that flat screens cannot reproduce.

This defense of physical controls goes against what is seen in many recent launches.

Nevertheless, the designer understands that consumers are starting to perceive the limits of large screens in cars, especially when they affect ergonomics and safety.

Contrast with Recent Audi Launches

The new direction proposed directly contrasts with the current models of the brand, such as the Audi A6 e-tron and the Audi S6 e-tron.

In these versions, the total screen area exceeds 90 centimeters in width, creating a visually dominant dashboard.

In Frascella’s assessment, the excessive use of shiny plastics around these displays compromises the overall perception of the interior.

Therefore, the repositioning of the Audi internal design seeks to restore prominence to materials and functional layout.

Transforming Automotive Design Trends

The Audi movement reflects a broader change in automotive design trends.

After years of racing for ever-larger screens, some brands are beginning to reassess this strategy, balancing digitalization and usability.

In this context, the decision to curb large screens in cars does not mean abandoning technology.

On the contrary: it is about using it more judiciously, enhancing the user experience rather than replacing it with interfaces solely reliant on touch.

Change Will Be Gradual and Without Immediate Impact

Despite the firm rhetoric, Audi makes it clear that the transformation will be progressive.

Models already in production will not undergo changes, and the new philosophy should only appear in future projects.

Thus, the Audi Concept C serves as an indicator of direction, not as an immediate promise.

The expectation is that, over the coming years, the Audi interior design will begin to reflect this balance between technological innovation, physical controls, and consolidated visual identity.

See more at: Audi Wants to End Very Large Screens in Interiors of the Brand’s Models – Canaltech

Audi Wants to Curb Giant Screens and Revive Classic Interior Design of Cars

Audi Signals Change in Interior Design and Wants to Reduce Large Screens in Cars, Focusing on Physical Controls and Inspiration from the Audi Concept C.

Audi Concept C as an Aesthetic Reference

The Value of “Tactility” in the Interior of Cars

Contrast with Recent Audi Launches

Transforming Automotive Design Trends

Change Will Be Gradual and Without Immediate Impact

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Audi Wants to Curb Giant Screens and Revive Classic Interior Design of Cars

Audi Signals Change in Interior Design and Wants to Reduce Large Screens in Cars, Focusing on Physical Controls and Inspiration from the Audi Concept C.

Audi Concept C as an Aesthetic Reference

The Value of “Tactility” in the Interior of Cars

Contrast with Recent Audi Launches

Transforming Automotive Design Trends

Change Will Be Gradual and Without Immediate Impact

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With billions in loans, China is rebuilding Nigeria’s railway network from scratch, abandoning the British colonial tracks that have turned to scrap and creating a corridor of over 1,300 km to take the load off the roads of Africa’s largest economy.

Austrian engineers have developed an inflatable concrete technology that transforms flat slabs into domes using only air pressure, eliminating scaffolding and temporary forms, and potentially changing the way bridges, tunnels, and curved roofs are constructed worldwide.

Australia prepares to dredge 96.5 million m³ in Moreton Bay to deepen, widen, and realign channels of the Port of Brisbane, in a project of up to 25 years designed to accommodate larger ships and enhance maritime safety and regional port efficiency.

Study solves great ancient mystery: remains of Philip II, father of Alexander the Great, are identified in Vergina and resolves the enigma of the Macedonian royal tombs that had lasted half a century.

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