Volkswagen has built its reputation on quality. Most of their cars may not have been particularly beautiful or exciting to drive, but they were reliable and well-built. In the last decade, the brand lost focus, turning to technological solutions that were often frustrating to use. Now, after loud complaints from critics and customers, the CEO is admitting the error and unveiling a course-correcting plan.
What went wrong?
Speaking at an event in Hamburg, the head of Volkswagen Thomas Schäfer he admitted that usability flaws in newer models have forced the company to rethink the way it designs cars. This became especially important after complaints about the eighth-generation Golf and the first models from the ID series. Schäfer, who took over in mid-2022, said the previous approach, inherited from former CEO Herbert Diess, “definitely did a lot of damage” to the brand’s reputation.
Instead of focusing on intuitive controls and everyday practicality, the company has over-relied on minimalist interiors inspired by smartphones. That approach led to touch-sensitive sliders for climate control, haptic buttons on the steering wheel, and functions hidden deep in infotainment system menus. It turned out that it was also a cost-saving measure, because it is cheaper to program a screen than to manufacture and install dozens of physical switches.
Back to the old, but smarter
Schäfer says the reset is already underway, and the new rule is simple. “The door handle has to be intuitive,” he said, adding that getting to the car with your hands full shouldn’t require learning a new interface. He made it clear that physical controls are no longer an option, calling door handles and buttons “non-negotiable.”
These changes are already visible. Models like the redesigned Golf (Mk8.5) and the new Tiguan for 2025 are already returning classic, tactile buttons to the steering wheel. The future electric model ID. The Polo (the production version of the ID.2all concept) will serve as the blueprint for all future interiors, with a dedicated row of physical, illuminated climate control buttons and a rotary volume knob.
Design team, led Andreasom Mindtomnow operates on three guiding principles: stable, likeable and what Schäfer calls the “secret ingredient” – cars that feel instantly familiar and easy to understand. Mindt even promised that the company would “never, ever make this mistake again.” Volkswagen now makes extensive use of in-vehicle camera data and footage during customer testing to track where drivers are looking and what controls they are using, confirming that touch-sensitive interfaces are too distracting from the road.
The entire industry is changing
Volkswagen is not the only one returning to its roots. The European New Car Assessment Program (Euro NCAP), which is introducing new protocols from 2026, also encourages change. To achieve the maximum five-star safety rating, a car will need to have physical controls for five key functions: turn signals, all four turn signals, wipers, horn and SOS calls. Other manufacturers, such as Mercedes and Hyundai, have announced similar moves, signaling that the era of minimalist, tablet-style dashboards is slowly coming to an end.