Mercedes-Benz Commits to Restoring Physical Buttons: SDV Analytics Show Consumer Preferences

Mercedes-Benz will bring physical buttons, knobs and other controls back to much of its lineup, citing customer habits and preferences. As reported by Autocar UK, the company has determined that users, at least in some markets, would prefer to have physical buttons for frequently used vehicle controls rather than using a touchscreen. Recent models known as software-defined vehicles (SDVs) are able to report usage patterns back to the company for analysis, thanks to their extensive digital connectivity features. 

However, the approach to reintroducing physical controls is novel – Mercedes-Benz has designed a new steering wheel with buttons, a D-pad, a rocker for making selections, and even a volume thumbwheel. According to Magnus Östberg, Chief Software Officer at Mercedes-Benz, this is a much more cost-effective and design-friendly way to introduce new buttons than redesigning the entire dashboard or centre console. The new GLC, in particular, features a huge 39.1-inch screen spanning the entire width of the dashboard; a design that consciously left no room for buttons.

The new steering wheel debuts with the recently unveiled electric GLC With EQ Technology and the CLA Shooting Brake. Another advantage of this approach is that it won’t only be available with new cars — models currently on sale can also be easily updated.

Interestingly, the collected real-world data seems to show that physical controls are only important to some people, varying by region and age group. While the new steering wheel will be seen in Europe, Östberg suggested that customers in Asia prefer voice commands and touchscreen interfaces. 

Östberg also called Mercedes-Benz a “completely data-driven” company, and said that software and technology are key to attracting buyers in the luxury market. The use of AI in car cabins is also growing, with voice commands proving popular.