For the past decade, the automotive industry has been on a relentless march toward “digitalization.” The trend was clear: replace tactile knobs and switches with massive, high-resolution touchscreens. However, a shift is occurring. As screens become ubiquitous and standardized, car manufacturers are discovering that physical controls may be the key to defining a premium brand identity.
From “Lazy Intervention” to Premium Craftsmanship
According to Luke Miles, founder of the design firm NewTerritory, the heavy reliance on screens has often been a “lazy intervention.” While digital interfaces are easily upgradable, they often lack the soul and character required to make a vehicle feel unique.
Miles, whose firm has designed interiors for aviation giants like Delta and Virgin Atlantic, argues that we are approaching a turning point. As technology becomes more seamless, the value of analog interaction increases.
The core idea is a distinction between two layers of technology:
* The Background: Invisible, high-tech systems like voice commands, gesture controls, and ambient illumination that handle complex tasks.
* The Foreground: Beautifully crafted, physical touchpoints—such as knurled metallic dials or precision-engineered switches—that provide a sense of quality.
“You boil down the brand into these really beautiful, well-engineered, well-crafted human moments,” says Miles.
The Haptic Advantage: Why Feel Matters
The move back to physical buttons isn’t just about nostalgia; it is about the sensory experience of driving.
When a driver interacts with a physical object, they receive immediate tactile feedback. The “click” of a switch or the textured grip of a rotating dial provides a sense of mechanical precision. This “positive friction” creates a connection between the driver and the machine, signaling that the vehicle has been built with care and high-quality materials.
Furthermore, the advancement of voice and gesture control may actually allow screens to shrink. If a driver can adjust the temperature via voice or a hand wave, the need for a massive, distracting central tablet diminishes, leaving room for more elegant, physical interfaces.
Industry Correction: Learning from Mistakes
The automotive industry is already feeling the repercussions of over-digitization. Volkswagen serves as a primary example of this course correction.
Thomas Schäfer, the head of Volkswagen, has admitted that the company’s previous aggressive push to remove buttons “did a lot of damage” to the user experience. In response, VW is pivoting toward a “premium haptic” concept. This new design philosophy prioritizes high-quality switchgear and rotary dials, a strategy that will be visible in upcoming models such as the ID Polo, ID Cross, and the updated ID 3.
Summary
As digital interfaces become a commodity, car brands are looking to physical, tactile controls to restore luxury and brand distinction. By blending invisible background technology with high-quality physical touchpoints, manufacturers aim to turn routine driving tasks into premium “human moments.”
