Across the industry, touchscreens are replacing traditional physical buttons at a rapid pace. This isn’t just about looking modern; it’s a cost saving move. Bundling functions into one central display is much cheaper than designing and building a dashboard full of mechanical switches. There’s also the huge influence of the Chinese market, where buyers love tech filled, phone like interiors. That preference has pushed global brands to make touchscreens the new normal, since designing different versions for each region would be expensive. But as brands rush to show off massive screens as symbols of progress, many drivers feel these tech filled dashboards distract more than they help. Some automakers, like the Volkswagen Group (Audi’s parent company), are already responding to customer pushback in Europe and America by bringing back physical controls for a better driving experience.

Audi’s approach is all about quality you can feel, not just pixels you can see. Frascella has openly criticized the “tech for tech’s sake” mentality, saying that true luxury is found in materials and tactile feedback. The company aims to revive what it calls the “Audi click”, that precise, satisfying feeling and sound you get from metal switches and premium finishes. Audi’s new Concept C prototype shows off this vision with a small, folding 10.4 inch center display that disappears into the dashboard, letting drivers focus on the road and enjoy a visually calm cabin. The plan isn’t to ditch screens entirely, but to integrate them in a way that supports driving, not overwhelms it. Expect less glossy black plastic and more real metal, hand finished trim, and thoughtful design that elevates the driving experience.

Mercedes is doubling down on digital luxury, with former design chief Gordon Wagener insisting that massive screens are essential for entertainment and even movie watching in the car, dismissing Audi’s back to basics approach as old fashioned. Audi, meanwhile, is keeping quiet about the rivalry and focusing on future models. While the full impact of Frascella’s philosophy won’t be seen in this year’s new Q7 or Q9, it will define next year’s electric sports cars. Audi is also working to set itself further apart from mainstream Volkswagen by using more real metal parts and hand finished interiors that justify its premium pricing.