Volkswagen is still intent on marching its entire lineup of vehicles toward electrification in many of its markets. With that modernization of vehicle powertrains also comes more contemporary interiors; that means meshing design languages with current industry trends like minimalism, which involves ditching physical interior buttons with touch screen controls. With a focus on the recently unveiled Volkswagen ID 2 concept, the narrative unfolds to unveil the motivations, challenges, and strategic considerations driving this substantial reversal. Volkswagen has been trying to fix its interiors for a few years now. Under former CEO Herbert Diess, the German automaker decided to follow in Tesla's footsteps and centralize a vast majority of its controls to the infotainment screen. It also removed the physical buttons from its steering wheels and replaced them with touch-sensitive capacitive buttons instead. This move, according to VW, "frustrated customers who shouldn't be frustrated." The automaker has since reverted its since on the steering wheel buttons and is looking to now claw back its reputation for something that its current CEO, Thomas Schäfer, says "did a lot of damage" to the brand.
Important Points
- The Touchscreen Experiment: The initial promise of a modern and minimalist design, aligned with industry trends, and the challenges it presented to users.
- Consumer Pushback and Interior Woes: Analyzing the consumer dissatisfaction that followed the removal of physical buttons and adoption of touch-sensitive interfaces.
- The Damage Control Initiative: The decision to revert the changes on steering wheel buttons and acknowledgment of the damage caused to the brand.
- The Volkswagen ID 2 Concept: Insights from Darius Watola, Volkswagen's interior designer, on how the ID 2 represents a departure from the touchscreen-centric approach.
- Design Language Overhaul: Delving into the revamped design language showcased by the ID 2 concept and its implications for future Volkswagen models.
- Navigating Customer Expectations: Exploring the delicate balance between modernization and meeting customer expectations.
- Future of Interior Design in EV Era: How other automakers might respond to Volkswagen's shift and the potential industry-wide reevaluation of touchscreen-centric designs.
- CEO Perspective: Thomas Schäfer's insights on how the touchscreen-centric approach "did a lot of damage" to the brand.
Features
- Touchscreen Experimentation: Delve into Volkswagen's initial decision to centralize controls to infotainment touchscreens, mirroring Tesla's approach.
- Consumer Pushback and Interior Woes: Analyze the adverse effects of consumer dissatisfaction stemming from the removal of physical buttons and adoption of touch-sensitive interfaces.
- The Damage Control Initiative: Examine Volkswagen's response to negative feedback, including the decision to revert changes on steering wheel buttons.
- Design Language Overhaul: Delve into the revamped design language showcased by the ID 2 concept and its implications for future Volkswagen models.
- Navigating Customer Expectations: Analyze how Volkswagen aims to re-establish a positive customer experience and regain trust in its interior design.
- Strategic Reversal: Analyze the broader strategic implications of Volkswagen's reversal from touchscreens to physical buttons.
- CEO Perspective: Present Thomas Schäfer's insights on how the touchscreen-centric approach "did a lot of damage" to the brand.
A row of physical, backlit buttons now sits directly below the touch screen on the ID.2 concept. The buttons provide customers with easy access to commonly used HVAC controls, which—while it doesn't address every control in the car—is a step in the right direction. The car will also get a manual volume button and a large center knob (a la BMW iDrive) which provides complementary controls for other aspects of the vehicle.
The controls also clearly lean on the importance of feel, even featuring metal knurling so occupants can easily feel them without taking their eyes off of the road.