Audi’s Design Boss Is Not A “Huge Screens” Fan

If you’re a fan of Audis with minimalist lines like the first TT and the A6 C5, get ready for a beautiful series of new Audis. Under the leadership of Italian Massimo Frascella, Audi is harking back to that era. That is to say: the designs will be more serene. The combination of rounded shapes and clean lines is making a comeback. The Audi Concept C is considered the crystal ball through which we see that future. According to its creator, this applies not only to the exterior of future Audis. He hints at a less prominent role for screens in the interiors.

The Concept C already featured an infotainment screen that retracts into the dashboard at the touch of a button, similar to the previous Audi A3. This was more than a gimmick, as Frascella explained to TopGear.com. “Big screens don’t offer the best experience; that’s technology for technology’s sake. For us, technology should be there when you need it, not when you don’t. This blend of digital and analogue, the tactility, the perception of quality so important to Audi, the precision, the metal parts… the Audi click. These elements have made Audi what it is today.”

In concrete terms, this also means that physical buttons will retain, or regain, a prominent role. This was also the case in the Concept C. A large central rotary knob on the center tunnel for the MMI controls may even return. This way, you were more physically connected to the car than with today’s touchscreens. Frascella considers the buttons made of beautiful materials, which also “click” solidly when turned, a strong point for Audi. Logically, you can also choose to tap functions directly on the screen if that’s more convenient.

• Also See: Audi To Bring Physical Buttons Back In Its Upcoming Models