Volvo gives reason to critics and promises to change interaction in cars

Co the growing adoption of technology, experience on board and interaction has changed, with some models dispense much of the physical commands traditional. Which is not to everyone's liking.

A Volvo it intends to meet customer requests, recognizing that the criticisms that it was being targeted – therefore seeks a better balance between physical and digital.

During the presentation of the update of the manufacturer's strategy, design director Thomas Ingelath said: “We have to listen to our customers and recognize that the way to interact in cars today is not, to be honest, appreciated. Over-emphasis on screens and interaction with screens is something highly criticized by customers and journalists“.

Using an image where you see a Leica camera and a smartphone on, the designer said: “We must long for a better harmony, better balance, between the interaction we have with our digital device and physical interaction“.

“ We want to give the best answer and, to do so, we will attack you in a way that it's not just re-entering rows and rows of buttons, but we will be much more open to what physical interaction can do positively to the client,” Thomas Ingelath explained.

And again using the example of an analog camera, he explained: “It's not just about touching a button, it's about the sensation and sensory quality that such interaction can give in terms of premium experience, luxury of high quality materials, the luxury of this good sound that buttons will create. And, of course, also the difference of not having just one button, but each function has a different format and way of interacting dedicated – be much more deliberate and make it a recognizable and fun interaction”.