Aston Martin is jumping on the super luxury bandwagon by swearing off touch screens.
While mid-level automakers are still battling to see who can come up with the coolest, most intuitive touch screen infotainment system, Aston Martin is going analog.
“We’ve all reached peak screen,” Alex Long, Aston Martin’s head of product and market strategy, recently told Road & Track. “People are frustrated by them in some of the research we’ve done, particularly in performance cars. They don’t want their eyes off the road.”
Instead, the super luxury automaker is sticking with traditional buttons and switches — which, they say, helps keep the driver’s focus on vehicle performance. In fact, Aston Martin did just that in its new $2.5 million Valiant, which has no screen.
Pointing to recent studies that show luxury buyers don’t care for complex infotainment systems, Long said: “What brings an Aston alive is the way we tune suspension, the way we style it, the way we mold them, and all those—that’s really hard traditional techniques.”
Of course, Aston isn’t the first luxury automaker to have this realization. Bentley and BMW have already started their pivot away from touch screens.
Personally, we don’t mind the basic systems. But some models… cough, cough Tesla… are equipping their models with screens so large it just looks corny.
Recent Comments