Audi's Chief Designer Wants to Abandon Large Screens in Future Models
Audi's Creative Director Massimo Frascella doubts that increasing the quantity and size of screens in cars improves the user experience.
What's known
In an interview with Top Gear, Frascella said that large screens do not necessarily enhance information perception and often represent technology for technology's sake.
Massimo Frascella joined Audi in 2024, having previously worked on the development of models like the Land Rover Velar, Defender, and Range Rover, where it is difficult to find excessively large displays in their interiors.
This approach is also noticeable in the new Audi C Concept, which is planned for serial production in some form. In several published images, the car lacks a central touch screen for the multimedia system. In versions where a display is present, the interior largely reflects approaches implemented in Land Rover and Range Rover.
Front Panel of Range Rover Velar. Photo: Land Rover
Frascella's design vision is based on four key principles: clarity, technology, intelligence, and emotionality. According to him, emotions should no longer be artificially imposed—they should arise naturally through discipline, precision, and thoughtful functionality.
Audi C Concept. Photo: Audi
It remains unclear whether Audi will be able to implement this philosophy across its entire model range. However, it is already evident that the company is willing to explore its own path and shape new trends in automotive design.
Source: Top Gear
