The company has acknowledged growing consumer frustration over the excessive reliance on digital displays, noting that an over-dependence on touchscreens can lead to driver distraction and discomfort. According to Hyundai’s Senior Vice President of Design, Simon Loasby, the automaker intends to retain physical buttons for frequently used features to ensure safer and more intuitive control for drivers.

Loasby explained that future Hyundai interiors are being developed with an emphasis on minimising visual distraction. The priority, he said, is to keep drivers’ attention at eye level rather than on central displays. By preserving certain physical controls, Hyundai aims to leverage drivers’ muscle memory, enabling adjustments without diverting their gaze from the road.

The move comes amid increasing criticism of touchscreen-heavy designs, which many argue prioritise aesthetic minimalism and manufacturing efficiency over user experience and safety. Hyundai’s leadership appears to share these concerns. Luc Donckerwolke, the company’s Chief Creative Officer, stated that large displays often serve as a cost-saving measure, reducing the need for tooling and physical components. However, he acknowledged that consumers still appreciate and desire analog interactions.

Despite these sentiments, Hyundai’s recent unveiling of its Pleos software platform suggests a more complex reality. Preview images of upcoming Hyundai vehicles showed a dominant, Tesla-style infotainment screen positioned prominently in the dashboard. However, beneath the display, a row of placeholder physical buttons was visible, indicating that the company has not entirely abandoned tactile functionality.

These buttons are expected to be functional in production models beginning in the second quarter of 2026. Hyundai’s new infotainment system, powered by Android Automotive, will be gradually implemented across its lineup, with a target of reaching over 20 million vehicles globally by the end of the decade.

The automaker’s approach highlights a balancing act between innovation and practicality. While digital interfaces continue to evolve, Hyundai appears committed to preserving elements of traditional design that enhance user comfort and safety. The company’s direction suggests a potential shift within the industry—one that reconsiders the role of screens and reaffirms the importance of human-centered design in the modern vehicle cockpit.

As the conversation around driver distraction and in-car interface design intensifies, Hyundai’s stance may prompt other automakers to reevaluate the push toward full digital integration and consider a more balanced approach that blends the tactile with the technological.

European New Car Assessment Programme (Euro NCAP), a leading automotive safety organisation, shares these concerns, particularly regarding touchscreen controls. Euro NCAP Director of Strategic Development, Matthew Avery, emphasised the risks associated with the overuse of touchscreens, noting that they require drivers to divert their attention from the road, increasing the likelihood of distraction-related accidents.

To address this issue, Euro NCAP plans to introduce new tests in 2026 to encourage car manufacturers to incorporate separate physical controls for basic functions in an intuitive manner. This approach aims to minimise the time drivers spend with their eyes off the road, thus promoting safer driving practices.

While Euro NCAP does not advocate for every function to have its dedicated button or switch, it recommends physical controls for essential functions such as turn signals, hazard lights, windshield wipers, the horn, and SOS features like the European Union’s eCall.

Back in 2023, Volkswagen CEO Thomas Schäfer claimed that the widely condemned addition of touch-sensitive controls (haptic buttons) to his brand’s models “definitely did a lot of damage” and he has vowed to introduce more straightforward, useful interiors in all upcoming models.

Even Hyundai’s head of design at the introduction of the new Hyundai Kona, Sang Yup Lee, said “We have used the physical buttons quite significantly the last few years. For me, the safety-related buttons have to be a hard key.”

Notably, Tesla, known for its innovative approach to vehicle design, may face challenges in meeting these new guidelines, having recently replaced physical stalks with haptic buttons on the steering wheel for turn signal functions. While Euro NCAP lacks regulatory authority, its safety ratings hold significant weight in the industry, influencing consumer purchasing decisions similar to the Insurance Institute for Highway Safety’s Top Safety Pick program in the US.

While Euro NCAP’s recommendations are not legally binding, the pressure to achieve a five-star safety rating from the organisation may drive carmakers to prioritise the incorporation of physical controls for essential functions.

As Euro NCAP leads the charge for safer driving practices, it remains to be seen whether similar initiatives will be adopted by other automotive safety organisations worldwide.