*This content was translated by AI.
Audi will completely scrap its display-centric interior design direction, introduced since 2023, within the next 24 months. This major product strategy revision aims to restore the intuitive physical control devices consumers have demanded, precise material finishes, and Audi's original interior sensibility.
Rouven Mohr, Audi Chief Technology Officer (CTO), stated in an interview with Australian automotive specialist GoAuto that "future Audi vehicles will integrate the next-generation interior design concept 'Radical Next'." He added, "We are focusing on significantly reducing display sizes and haptic elements while prioritizing the reintroduction of actual physical buttons and rotary dials." In particular, he emphasized "we will revive Audi's signature classic click feel and tactile sensation when operating buttons."
This change marks one of the first instances where a premium brand has officially acknowledged that Audi's aggressively pursued minimalism and touchscreen-centric interface—driven by cost reduction and emphasis on autonomous driving technology—failed to satisfy all consumers, particularly customers in Western markets such as Europe, North America, and Australia. Consequently, Audi's current 'Digital Stage' interior design will come to an end just four years after its introduction.
To address sharply divergent consumer preferences by region, Audi has also effectively abandoned the 'World Car' concept of global single-model development. For the Chinese market, which favors flashy screens and AI technology, it operates a separate four-letter 'AUDI' brand in joint venture with SAIC (Shanghai Automotive Industry Corporation). Meanwhile, for Western markets, the '4 Rings' Audi models will pursue a two-track strategy reinforcing traditional luxury and physical buttons.
The new interior design is scheduled to be sequentially applied to future concept C-based Yangsan-type sports cars, Nuvolari supercars, Q7 e-tron, A4 e-tron sedans and wagons. The upcoming third-generation Q7 is expected to be among the last new models to feature the previous interior design.
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*This content was translated by AI.
