Ferrari CEO Admits Touch Controls Are a Cost-Cutting Measure
Ferrari is actively moving away from touch-sensitive controls in favor of physical buttons, with Chief Executive Officer Benedetto Vigna revealing that the industry shift toward haptic keys was largely driven by manufacturing expenses. In a recent interview, Vigna confirmed that production costs for touch controls are approximately 50 percent lower than those for traditional mechanical buttons.
A Shift Toward Usability
The Maranello-based automaker is responding to customer feedback regarding the frustration of using glossy, capacitive interfaces. Vigna noted that while touch technology benefits the supplier, it often detracts from the user experience. To address this, Ferrari is offering a retrofit for existing Purosangue and 12Cilindri models, allowing owners to replace the steering wheel's touch-sensitive pads with tactile, physical buttons.
The company's upcoming models, including the new Luce electric vehicle, will feature interiors designed with a mix of analog and digital elements. Co-developed with Jony Ive’s design firm LoveFrom, the Luce will include dedicated physical switches for essential functions like HVAC, avoiding the trend of burying controls inside touchscreen menus.
Industry Trends
This reversal aligns with a broader movement in the automotive sector. While brands like BMW and Mercedes have embraced minimalism by removing physical controls, mainstream manufacturers such as Volkswagen, Hyundai, and Toyota are also reinstating hard keys to improve ergonomics and reduce driver distraction. Ferrari's leadership believes that the type of drivetrain should not dictate a sparse, screen-reliant interior, emphasizing that tactile feedback remains crucial for the driving experience.
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