Volkswagen is hitting reset. And this time, it’s not about electrification or new platforms. It’s about something far more basic: making cars that people actually enjoy using.
Speaking at a Volkswagen event in Hamburg, CEO Thomas Schäfer openly admitted the company lost sight of what made Volkswagen special. His words were blunt and refreshingly honest.
“It was clear we were losing our core,” Schäfer said. “Volkswagen has always been about cars that became part of people’s lives: reliable, easy to understand.”
That clarity signals a major shift in how Volkswagen will design its future vehicles.
Learning from the ID. Era
Volkswagen’s electric ID. The lineup was meant to showcase the brand’s future. Instead, it exposed a few uncomfortable truths. Customers found the interiors confusing, overly digital, and lacking the intuitive simplicity Volkswagen was known for.
One of the biggest complaints? The removal of physical buttons.
Touch sliders replaced volume knobs. Climate controls moved into menus. Even steering wheel buttons became touch-sensitive. The result was frustration, not innovation.
Schäfer says the company has taken that feedback seriously.
“In the old days, we made long lists of features,” he explained. “But people didn’t feel comfortable using the product. Now we think about people first. Who is driving it? Who is the car for?”
It’s a subtle shift, but one that could reshape Volkswagen’s future lineup.
Buttons Are Back
Schäfer made it clear: some things are non-negotiable.
“Door handles and buttons,” he said. “I don’t understand why anybody would have touch-sensitive sliders.”
Volkswagen’s upcoming models will bring back physical controls, including volume knobs, climate toggles, and proper steering wheel buttons. The company is also returning to clearer naming strategies, moving away from confusing alphanumeric badges.
The new direction is already visible in the upcoming ID. Polo. While it still features a large touchscreen, Volkswagen has added back physical controls where they matter most.
Yes, real buttons. And even four proper window switches.
It may sound small, but for many drivers, it’s a welcome return to sanity.
A New Design Philosophy
Volkswagen’s design team, led by Andreas Mindt, is now working around three core principles: stable, likeable, and what Schäfer calls the “secret sauce.”
That translates into friendlier front-end designs, intuitive controls, and interiors that feel practical rather than experimental.
“A VW should have a friendly face,” Schäfer explained. “A door handle must be intuitive — easy to use when your hands are full of shopping.”
It’s a grounded approach that prioritizes everyday usability over flashy tech.
Listening to Drivers Again
Volkswagen is also changing how it gathers feedback. The company now runs extensive customer clinics and usability testing before finalizing designs.
According to Schäfer, Volkswagen even uses in-car cameras during testing to understand where drivers look and which controls they use most often.
That level of detail suggests Volkswagen is serious about regaining customer trust.
What This Means for Future Models
The shift comes at a crucial time. With competition growing in both electric and traditional markets, Volkswagen can’t afford to alienate loyal customers.
The upcoming Golf Mk9 is expected to reflect this new philosophy, blending digital innovation with traditional usability.
If Volkswagen follows through, the brand may return to what it once did best: making cars that feel simple, practical, and built for everyday life.
And sometimes, that starts with something as simple as a button.
