Hyundai's Balanced Approach to Tech: Bigger Screens, But Physical Controls Stay

In a world where touchscreens are becoming larger and more pervasive, Hyundai is striking a balance. The South Korean automaker is gearing up to introduce larger in-car displays in future models, but unlike some competitors, it has no plans to completely phase out physical controls. Why? Because customer feedback has made it clear: drivers don’t want essential functions buried under layers of touch menus.

Why Physical Buttons Matter

Hyundai’s decision comes after extensive feedback from focus groups. Customers reported feeling “stressed, annoyed, and steamed” when essential controls like air conditioning and fan speed were relegated to touchscreens. Ha Hak-soo, Hyundai Design North America's vice president, explained:

“When we tested with our focus group, we realised that people get stressed when they want to control something in a pinch but are unable to do so.”

Touchscreens may look futuristic, but they can distract drivers, especially when navigating deep menus while on the move. Hyundai's design chief, SangYup Lee, emphasized safety, saying:

“When you get into this [touchscreen] one layer, second layer, third layer… it’s dangerous. Having HVAC [air-conditioning] controls [on the touchscreen] doesn’t really make sense.”

What to Expect from Hyundai's New Displays

• Larger Screens: Hyundai is planning next-generation displays larger than the current 12.3-inch screens found in models like the Ioniq 9. These displays will focus on clarity, usability, and a user-friendly interface (UX).
• Retained Physical Controls: Essential functions like air-conditioning and hazard lights will still have physical dials or buttons. This ensures that drivers can make adjustments without taking their eyes off the road.
• Hybrid Interfaces: While touchscreens will dominate for infotainment and advanced features, Hyundai plans to keep a mix of physical and digital controls for practicality and safety.

Why This Matters for Safety

Physical buttons are becoming more than a design preference—they’re increasingly viewed as a safety necessity. By 2026, Euro NCAP, the European safety body, will require physical controls for certain critical functions like indicators, hazard lights, and wipers to achieve top crash test ratings.

Hyundai is ahead of the curve, maintaining physical controls for climate functions and keeping frequently-used safety features easily accessible. This contrasts with brands like Tesla, which has moved to touch-sensitive steering wheel shortcuts and removed stalks entirely in its latest Model 3.

Hyundai vs. the Competition

Hyundai’s approach stands out in an industry racing toward full touch interfaces. Brands like Volkswagen have faced backlash for overly touchscreen-reliant systems, leading to revised designs in newer models. Hyundai, however, has consistently kept physical climate controls separate from its central infotainment screens, even integrating secondary displays in models like the Santa Fe and Tucson for convenience.

Looking Ahead: Tech with a Human Touch

As connected cars and advanced digital systems continue to evolve, Hyundai's strategy highlights the importance of putting drivers first. Bigger touchscreens are exciting, but not at the expense of usability or safety.

For Hyundai, it’s about striking the perfect balance between cutting-edge tech and practical design. Expect future models to feature sleeker, larger displays while keeping key controls tactile, intuitive, and within easy reach—a refreshing compromise in the age of digital overkill.