Paradigm shift at Audi: Massimo Frascella wants a return to physical buttons

Revolt against "Tablets on Wheels": The New Audi Philosophy and Why Romanians Remain Faithful to the Four Circles

In an era where the interior of a modern car has come to resemble an electronics store rather than a space dedicated to driving, Massimo Frascella, Audi's new head of design, comes with a message that seems almost "heretical": large screens are not the future.

Although the auto industry has pushed aggressive digitalization in recent years, transforming dashboards into endless glass surfaces, Frascella — who took over the German brand's aesthetic reins in 2024 — believes this approach has reached a critical saturation point.

"Technology for Technology's Sake": Why Screens Are Losing Ground

Frascella does not dispute the usefulness of technology, but the way it is “sold” to customers. In an increasingly noisy and visually crowded world, the Italian designer proposes a philosophy called “The Radical Next”. The concept is based on radical simplicity and a return to the values ​​that have defined the Ingolstadt brand: metallic precision, tactile quality and that superior analog experience.

    "Big screens don't provide the best experience. It's technology for technology's sake," Frascella said.

The focus now shifts to the “Audi click” — that perfect mechanical feeling when you touch an aluminum button or a quality trim. It’s a direct reaction to the negative feedback the Volkswagen Group (of which Audi is a part) received after the launch of models like the Golf 8, where the removal of physical buttons created frustration among drivers.

Audi Concept C: The TT Legacy in a Minimalist Era

The first evidence of this paradigm shift appeared with the Audi Concept C, recently presented as a manifesto of simplicity. This car, which takes up the spirit of the iconic TT, proposes an interior where screens are discreet and premium materials — such as titanium and fine leather — once again become protagonists.

The Concept C's cabin no longer tries to impress with the number of pixels, but with the way it makes you feel like a driver: connected to the car, not to an operating system.

Audi in Romania: Between Social Status and Iron Reliability

While the design philosophy is discussed at the headquarters in Germany, in Romania, Audi remains a true social phenomenon. The brand enjoys an aura of "intelligent premium", being perceived as an ideal middle ground between the pure sportiness of BMW and the classic luxury of Mercedes-Benz.

1. Brand Perception

For Romanians, Audi is not just a means of transportation, but a symbol of success. It is the car of the "gentleman from the city" or the entrepreneur who wants performance without necessarily being flashy. The four circles inspire confidence, and the quattro all-wheel drive is almost a religion on the roads of Romania, especially in the mountainous regions.

2. Successful models and sales

In 2025, the premium car market in Romania continued to grow, and Audi consolidated its place on the podium. Although BMW remains the leader in total sales volumes (exceeding the 5,000 unit threshold), Audi dominates certain key segments:

• Audi Q5 & Q7: SUVs remain the "kings" of sales. Romanians prefer the high ground clearance and imposing presence offered by the Q range.
• Audi A4 & A6: Even though SUVs are trendy, Audi sedans remain the backbone of the premium used market, being the most verified cars on car history platforms.
• Electric Segment (e-tron): Audi has also recorded massive growth (over 30% globally in 2025) in Romania, where models from the e-tron range are starting to be increasingly visible in big cities, supported by the continuously developing charging infrastructure.

Model	Popularity in Romania	Key Success Factors
Audi A4	⭐⭐⭐⭐⭐	King of the used car market; offers the best balance between price and premium quality.
Audi Q5	⭐⭐⭐⭐⭐	The "perfect" family SUV for Romanian road conditions; highly versatile.
Audi A6	⭐⭐⭐⭐	A symbol of social status and top-tier comfort for long-distance travel.
Audi Q8 e-tron	⭐⭐⭐	The rising star for the tech-savvy elite; gaining ground as infrastructure improves.

Conclusion

Massimo Frascella's change of direction is a breath of fresh air in an industry that seemed stuck in a screen-size race. A return to "tactile luxury" and tactile buttons could be just what Audi needs to clearly differentiate itself from its rivals.

For the Romanian public, this move will most likely be received with enthusiasm. In a country where the car is an extension of the personality, an interior that values ​​real quality, and not just a digital interface, will confirm once again why Audi remains one of the Romanians' favorite brands.