Mercedes-Benz CEO Ola Källenius says the industry's push toward high-tech vehicle interiors may have gone "too far," echoing the concerns of many consumers.
The details: Källenius made the remarks while acknowledging that Mercedes may have contributed to the trend through its emphasis on digital interfaces, according to InsideEVs.
The CEO pointed to the automaker's replacement of physical buttons with on-screen controls as an example of technology going "too far."
Mercedes now plans to bring back more physical controls, a shift already reflected in the new CLA, which features a physical volume knob on the steering wheel instead of a touch-sensitive slider.
"Sometimes you get a bit ahead of yourself and do technology for the sake of technology and maybe forget a little bit about the customer," said Källenius, per InsideEVs. "So from now on, you will see us reintroduce the most sensible buttons."
Why it matters: Mercedes' change in direction reflects a broader recognition that intuitive, easy-to-use interiors remain a priority for buyers, giving dealers another selling point as customer preferences increasingly shape vehicle design.
Between the lines: Källenius' comments align with growing consumer frustration over the industry's shift from physical controls to touchscreens, despite continued demand for advanced technology.
Despite the popularity of high-tech features, a survey of 1,428 drivers found that 89% prefer physical buttons, which also tend to be safer to use while driving.
The findings are prompting a growing number of automakers to reintroduce physical controls in place of some touch-sensitive features.
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What they’re saying: “Traditional buttons, dials, and levers had perceptible and actionable qualities—you could feel for them, adjust them without looking, and rely on muscle memory. A touchscreen obliterates this," said Steven Kyffin, a former dean of design at Northumbria University in the UK, per Wired. "Now, you must look, think, and aim to adjust the temperature or volume. That’s a huge cognitive load, and completely at odds with how we evolved to interact with driving machines while keeping our attention on the road.”
Bottom line: Mercedes' shift underscores that successful vehicle technology isn't just about adding more digital features; it's about balancing innovation with usability, a combination that can help dealers close more sales.
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