The automotive industry is pivoting back toward physical buttons and dials as drivers push back against touchscreen-heavy interiors. BMW Group, including Mini, is balancing digital displays with tactile controls, recognizing that an overreliance on screens diminishes the driving experience and brand identity.
The Backlash Against Touchscreens
Automakers initially embraced large, central touchscreens following the popularity of smartphones like the iPhone. The idea was to appeal to younger, tech-savvy buyers. However, customers quickly grew frustrated with the distraction and inconvenience of controlling basic functions through menus instead of physical buttons. Audi, Hyundai, and Volkswagen have already responded by reintroducing tactile controls after facing criticism.
Mini’s Approach: A Blend of Digital and Analog
Mini’s new head of design, Holger Hampf, emphasizes the importance of finding the right balance. According to Hampf, “If you go too digital, you lose the connection or the character that the brand is known for.” The brand intends to preserve its signature round OLED touchscreen (9.4 inches) while ensuring key functions remain accessible via physical controls.
“It’s of the utmost importance to find a good balance between digitality and an analogue experience.”
Why This Matters
The shift represents a growing realization that user-friendliness and safety are more important than chasing the latest tech trend. Excessive touchscreen dependence forces drivers to take their eyes off the road for longer, increasing accident risk. Moreover, tactile controls provide a more intuitive and direct way to operate essential vehicle functions like climate control and audio volume.
The Future of Automotive Interfaces
Mini plans to refine its digital interface while celebrating the unique design of its round central display. The company believes that the current screen size is ideal, and future improvements will focus on pairing digital interactions with physical feedback. This hybrid approach is likely to become more common as other manufacturers recognize that a balance between technology and usability is critical for customer satisfaction.
In conclusion, the automotive industry is responding to real-world driving needs. The return of tactile controls isn’t just a matter of preference; it’s about making vehicles safer, more intuitive, and more enjoyable to drive.
