Why Audi’s Future Interior Design Edges Out BMW and Mercedes-Benz

[Source: Top Gear]

Audi, BMW and Mercedes-Benz have all recently revealed the future design of their vehicle interiors. Which of the three German luxury brands has the edge? According to the folks at Top Gear, Audi has the advantage. 

BMW just revealed the new ‘Neue Klasse’ iX3 that features a fresh new interior to go with the new exterior design language. Mercedes-Benz unveiled the new GLC EV with a whole new look, especially on the inside. And of course, we are all familiar with the new Audi Concept C. It is the Audi that will set the design philosophy that other models will follow. These are all important vehicles for their respective brands. 

None of these new luxury vehicles have been driven by automotive journalists yet so driving impressions have to wait. And comparing the exterior styling of an SUV to a sports car is not really fair. However, comparing the interior design philosophies is fair since the overall theme will find its way into other models. Looks are subjective so there will be varying opinions on what brand looks to have the best interior. But Top Gear thinks Audi has the most promising new interior and we tend to agree.

The biggest differentiator is that BMW and Mercedes-Benz designed interiors that look like they are from the future. A big reason for this is that their vehicles will be sold in the Chinese market. Buyers in that market expect and demand bleeding edge technology with massive touchscreens and the like. But Audi has the AUDI brand that is specific to the China market. They can build those vehicles with Chinese buyers in mind and let the Audi vehicles cater to the European and American markets.

The reason Top Gear rates the Audi interior best is that while they may not have the futuristic wow factor, they are more traditional and easier to use. Many owners today appreciate advanced technology, but also like simple controls like buttons and knobs.

The Audi Concept C has physical controls that provide a tactile experience and the trademark “Audi click.” Many automakers rushed to eliminate buttons and move all controls to touchscreens. And buyers in European and American markets pushed back. We want our buttons back and automakers are responding. We think Audi is on the right track with the new interior design. What do you think?