Audi declares war on ‘giant iPad’ dashboards – as design boss signals return to the analog buttons everyone’s craving

• Audi's design boss stresses the importance of tactility
• He denounced big screens in a recent interview with Top Gear
• Concept C previews a beautifully analogue interior

The man behind the hugely successful Land Rover Defender and more recent Range Rover iterations left the UK to join Audi in the summer of 2024 and since then he has been busy at work setting the German brand on a new design direction — one that isn’t afraid to ruffle a few feathers, it seems.

Fresh off the back of designing Audi’s new F1 car, as well as unleashing the tantalizing Concept C, which previews an upcoming electric two-seat sports car, Frascella has been talking to Top Gear UK about the German marque’s future design direction.

During discussions, the creative lead dropped a few truth bombs, including that fact that he thinks electric cars don’t have ...