In a move counter to recent industry trends, Hyundai is reaffirming its commitment to physical controls, especially in frequently accessed vehicle functions.
The carmaker’s latest research underscores that drivers often find touchscreens cumbersome and distracting, with a clear preference for traditional switchgear when it comes to everyday controls.
Hyundai Design North America (HDNA) Vice President Ha Hak-soo discussed these findings during an interview with Korea JoongAng Daily, explaining how initial enthusiasm for touchscreen-dominated interfaces has evolved into a more balanced approach.
While inspired by Tesla's pioneering touchscreen technology, Hyundai soon observed drawbacks as they began implementing similar designs. “As we were adding integrated [infotainment] screens in our vehicles, we also tried out putting touchscreen-based controls, and people didn’t prefer that,” Ha noted.
Customer feedback revealed a consistent trend: fumbling through on-screen menus to adjust basic functions like temperature is both inconvenient and stressful.
Test group participants expressed frustration when trying to make adjustments quickly - finding the lack of tactile controls unhelpful and distracting.
This insight has led Hyundai to adopt a more balanced interior design philosophy. Touchscreens remain an integral part of the infotainment system, but frequently used functions, such as climate and audio controls, are accessed through traditional knobs and buttons.
According to Hyundai, this hybrid approach helps drivers rely on muscle memory, keeping their eyes on the road and reducing distraction.
While the study was conducted in North America, Hyundai’s findings resonate with broader customer sentiment across markets.
The company suggests that if similar research were conducted globally, the preference for tactile controls would likely prevail. As Hyundai continues to refine its interior design, this shift may set a trend for automakers to balance technological advancement with practical, user-friendly designs that cater to real-world driving conditions.