The CEO of Volkswagen, Thomas Schäfer, has admitted that the introduction of touch-sensitive controls in the brand’s cars had a negative impact. He has vowed to create simpler and more functional interiors for future Volkswagen vehicles.
Schäfer made these comments during the pre-production launch of the next-generation Volkswagen Tiguan. The new model’s cabin represents a departure from the interior designs of the Volkswagen ID 3 and Golf. It features two larger infotainment touchscreens and fewer physical controls.
One of the key changes is the removal of the criticized elements from the previous Volkswagen control layouts, such as unlit climate control sliders and haptic steering wheel buttons. Additionally, a new rotary controller has been installed on the center console to facilitate quick access to drive mode and volume settings.
In response to customer feedback, Schäfer emphasized the company’s efforts to address criticism and improve the usability of Volkswagen cars. He acknowledged that the unconventional interior arrangements introduced by his predecessor had caused frustration among customers and had a damaging effect on the brand’s reputation.
Schäfer explained that they spent considerable time systematically evaluating the functions that customers interact with in a vehicle. They prioritized these functions and determined which ones should be assigned to buttons or the screen. They also considered the intuitive reach for specific controls, such as the light switch.
Furthermore, Schäfer highlighted the importance of aesthetics in the design process. They aimed to create a limited number of high-quality buttons with pleasant haptics, similar to the experience of using aircraft controls.
The CEO emphasized the collaborative nature of this effort, involving a large team and extensive planning. They meticulously categorized and analyzed the functions, resulting in a comprehensive Excel spreadsheet.
Schäfer expressed his commitment to maintaining consistency across the Volkswagen lineup. Once they establish the desired formula for interior layouts, he advised against making significant changes with each new model. Instead, he recommended optimizing and refining the existing design to meet future needs without confusing customers.
His ultimate goal is for Volkswagen cars to provide an intuitive experience, ensuring that drivers know the location of all controls without hesitation.