Volkswagen CEO Signals Strategic Pivot, Reclaiming Physical Controls Over Touchscreens
Thomas Schäfer, CEO of Volkswagen, has signaled a significant shift in the company’s approach to vehicle interior design, admitting that the brand’s recent trend toward touch-centric interfaces left cars feeling “without soul.” In a candid assessment of the company’s design trajectory, Schäfer acknowledged that Volkswagen began creating cars as if they were iPhones, a move the CEO is now reversing.
This admission highlights a broader industry tension between digital modernization and tactile functionality. According to reports, Volkswagen has admitted to this “crude reality,” recognizing that the over-reliance on digital screens may have compromised the driving experience.
Schäfer has been clear about his preferences for the future of the brand’s cockpit design. He stated that there are “two things that for me are absolutely non-negotiable: knobs and buttons.”
The move to reintegrate physical controls suggests a strategic correction to improve ergonomics and user satisfaction. The CEO’s stance reflects a growing sentiment that tactile controls are preferred over touch-sensitive commands, even at the highest levels of the company’s leadership. This shift is further echoed in reports noting that Volkswagen’s chief does not favor touch controls.
By distancing the brand from the “iPhone” model of design, Volkswagen appears to be prioritizing a more traditional, driver-centric interface. This decision underscores the company’s effort to balance technological advancement with the practical requirements of automotive operation.
