Do We Really Need Big Displays in Cars?

Editor's Note: "This is a limited series exploring one question: do we really need big screens in cars? As this trend unfolds, we’ll be speaking to key voices across leading car brands to understand the thinking behind the trend and whether it’s here to stay or ready to be left behind. For our first installment, we sat down with Audi."

2026 and the evolution of cars isn’t really happening with engines anymore. Hybrid batteries have stepped in and basically told engines, “relax, we’ve got this.” Design hasn’t shifted drastically either. Most brands are careful not to stray too far from their identity. Where we have seen real evolution is inside the car, specifically with infotainment screens.

The bigger the better, it seems. The more the merrier. More is more. 

The funny thing is, most people have come together to ridicule this trend. Not always because they don’t want their car to feel like a cinema room, some actually enjoy that, but because somewhere along the way, functionality started taking a back seat. It’s become form over function, and in something you use every day like a car, it really should be function first.

A simple example is climate control. What used to be a quick button press is now buried in menus, requiring multiple taps while you’re driving. It’s not ideal, and honestly, it’s not safe either.

Whether we like it or not, almost every brand is moving in this direction. Some still hold onto physical buttons, but one thing is clear, screens are getting bigger, and there are more of them than ever before.

So instead of guessing where this is all heading, I caught up with Faith Sikosana, the PR and Communications liaison at Audi SA, to talk about how the Audi brand is thinking about the evolution of infotainment in their own way.

Audi’s Philosophy: More Than Just Screens

Before getting into features and layouts, I wanted to understand how Audi actually thinks about screens in the first place. Not just what they’re doing, but why.

Faith explains:

“At Audi, the philosophy of visual clarity drives the interior experience. The underlying motive of visual clarity is to utilize modern technology to free up space and create a cozy mood inside the cabin with the use of light technology, sound and different materials for the cabin, seat upholstery, and floor textiles (consider the use of leather, microfleece, brushed aluminum and even recycled nylon fiber made from old fishing nets). It’s about being future orientated as well as sustainable practices simultaneously.”

Interior design of Audi A5

She continues:

“The use of touch screens allows for a modern and cleaner interior layout. The minimalism (fewer switches and knobs) free up space that can be utilized for storage, inductive charging trays, larger cup holders (eg. compatible with Stanley Cups). The use of touch screens allows Brands to integrate an array of functions that offer greater customization. Consider how a driver is able to customize the ambient light displays via the MMI touchscreen to match a specific mood.”

Interior design of Audi RS e-tron GT

Faith raises a point that many customers probably don’t think about. A lot of people might look at modern interiors and assume manufacturers are just trying to be different, edgy, or futuristic. That it’s all about making the car look like a concept version of itself.

But there is another side to it.

Some manufacturers are using screens to actually create more space inside the cabin. As she mentions, removing physical buttons can open up room for things like larger cup holders or additional wireless charging pads.

At the same time, this brings us right back to the form versus function debate. Many people would probably trade a wireless charging pad for a few well-placed shortcut buttons and be perfectly happy plugging their phone in with a cable. Wireless chargers tend to heat up devices, and modern smartphones will often limit performance while cooling down, which defeats the purpose entirely.

What’s also interesting is the idea of mood. It’s not just about usability, but how the car feels to be in. From the materials used to the lighting enabled by these screens, manufacturers are clearly thinking about the overall atmosphere of the cabin. And to be fair, that does matter. I know for a fact my cousin wants his first car to have ambient lighting everywhere, so it’s not exactly a far-fetched idea from Audi.

Minimalism vs Functionality

As interiors become cleaner and more minimal, the question naturally becomes whether that simplicity actually improves the experience, or just changes it.

Faith adds another layer to this shift:

“In addition, the move towards ‘shift by wire’ technology where the traditional gearshift lever is replaced by a switch module offers a better user experience because it is less complicated to use and compact in size.”

Audi's latest gear shift lever design

Audi has even changed the gear selector module itself in pursuit of this space-creating design shift. It’s now a much smaller unit, and to be fair, it’s very easy to use.

This is one of those areas where it’s difficult to fault Audi. It’s a genuine improvement in terms of usability while still achieving their goal of freeing up space.

It’s also interesting because many customers, and even car enthusiasts, don’t always look at these changes from the brand’s perspective. There’s a tendency to assume that removing something means losing something, but that’s not always the case.

In this instance, it doesn’t really take away from the driving experience either. You still have paddle shifters when you want that extra bit of engagement, so the excitement is still there when you need it.

Rethinking Screens for Safer Driving

Beyond design and usability, Audi’s approach to screens is also closely tied to safety.

Faith explains:

“To achieve balance the technology always has a pragmatic yet customer orientated outlook. The panoramic displays featured in our newer products (new A5 for example and soon new Q3 and Q5) integrates the instrument cluster and centre console screen into one unit that is mounted on the same eye level and curved towards the driver to reduce glare and improve visibility of driver data and features.”

Curved screen design in Audi A5

And this is where things start to make more sense.

Yes, screens may be getting wider, but safety is still part of the conversation. From the outside, it can feel like brands are just adding bigger displays for the sake of it, but there’s clearly more thought behind it.

That curved design, for example, isn’t just for aesthetics. It helps keep everything within the driver’s natural line of sight. You’re not stretching your neck or taking your eyes too far off the road just to glance at information.

So while a curved screen might look like a design decision at first glance, it’s actually doing something practical in the background. It’s a small adjustment, but one that makes a difference in how safely the driver interacts with the car.

Software Replacing Switches

As physical buttons start to disappear, many manufacturers have turned to voice recognition as the alternative.

Faith explains that Audi is approaching this shift as part of a much larger software and connectivity evolution:

“Audi is introducing a completely new electronics architecture. The E³ will be used for the first time in the new A5 sedan and to follow in the new Q5 later this year. The name E³ stands for end-to-end electronic architecture. Its core element consists of five high-performance computers, that cover all vehicle functions: from the drive system and assistance systems, the infotainment and comfort systems, to the safety systems and backend connectivity.”

She adds that this architecture enables a more intelligent and connected experience inside the car:

“As a result the standardised infotainment platform will be based on the operating system – Android Automotive. Customers will benefit from the comprehensive connectivity in the vehicle in many ways; a learning intelligent voice assistant can control a large number of vehicle functions, learn from the driver’s behaviour and actions, and make predictive suggestions adapted to the situation. This in turn reduces reliance on touchscreens and improves road user safety.”

In theory, this is where voice control becomes a true replacement for physical inputs. Instead of pressing a button to heat the seats, you could simply say, “Hey Audi, heat up the seats.”

But in practice, it doesn’t always feel that seamless.

Voice systems can be inconsistent. Sometimes they don’t pick up commands correctly, and when they do, they can interrupt whatever else is happening in the cabin, like music playback. When it fails, you often end up repeating commands or resetting the system just to get it back on track.

At that point, it raises a simple question: who actually wants to talk to their car for basic functions?

For something as quick as adjusting seat heating, pressing a physical button still feels faster and more intuitive.

That said, the bigger picture here is important. Faith also highlights how connectivity and infotainment are becoming more integrated into everyday use:

“The industry has also started pivoting with connectivity and in-car entertainment becoming synonymous. From gaming (via AirConsole app turns your smartphone into a gaming controller for gaming via the centre console touchscreen) and streaming to advanced voice control – Audi is transforming the car into an immersive multimedia environment. On top of that, the new Audi Application Store adds even more ways to personalise the journey. In addition, features like co-driver displays available for example the new A5 sedan enables streaming of YouTube while travelling.”

From that perspective, it’s clear these systems are no longer just about controlling the car. They are part of a wider digital ecosystem running on powerful software platforms capable of handling complex tasks, multiple inputs, and even third-party applications.

That level of capability also explains why modern infotainment systems feel more responsive and feature-rich than what we’ve seen in the past. Under the surface, these are no longer simple interfaces, but fully fledged computing environments.

Infotainment Goes Beyond the Driver

One of the more noticeable shifts that has come with larger and more advanced infotainment systems is how they’ve changed the way occupants interact with the car.

Screens are no longer just centred around the driver. Passengers are now part of the experience too, with dedicated displays and features that allow them to engage with the system independently. In some cases, this means watching shows while on the move, or controlling media like music without needing to interact with the main screen.

It’s a subtle but important shift. The infotainment system is no longer a single-point interface. It’s becoming something that both driver and passenger can interact with in different ways, depending on the situation.

Faith’s comments earlier reflect this broader direction, where infotainment is not treated as an isolated feature, but part of a connected and flexible in-car environment.

With that in mind, I’ve experienced Audi infotainment systems before. I previously spent time with the Audi A3, and that interior was very much driver-focused, with an interface that was straightforward and easy to use. 

What stood out in that experience was how intuitive the system felt, especially from behind the wheel. However, it’s also clear that Audi’s newer systems, such as those introduced in models like the A5, are taking a different approach. They introduce a more integrated and layered digital experience that I have yet to experience firsthand.

Bringing everything together, Audi’s direction seems to be less about adding screens for the sake of it, and more about redefining how they function within the cabin. From visual clarity and material choices, to curved displays, voice integration, and connected services, the goal appears to be creating an environment where technology supports both the driver and passengers, rather than overwhelming them.

And in that sense, the screen debate isn’t really about screens at all. It’s about how well they are used.