In February, Ferrari disclosed information about its fully electric Luce. Marketed as the Ferrari of the (now questionable) electrified future, the Luce’s design mandate heavily leaned into adopting contemporary technology. However, it appears that’s not the sole reason for the increased glass in the cockpit of Ferrari’s new electric four-seater; this choice also resulted in significant cost savings for the company.
But don’t just take our word for it. You can hear directly from Ferrari CEO Benedetto Vigna in an interview featured by the UK’s Autocar. In this discussion, Vigna addresses matters regarding India, free trade, and the unstable EV market. Now that the commotion from February’s significant announcement has subsided, he is candid about some less appealing realities surrounding modern vehicle development, including the truth that these touchscreens are being developed as much to reduce expenses as to attract younger consumers.
Furthermore, Vigna not only joined the growing number of automakers acknowledging that the shift to digital interfaces is mainly cost-driven (rather than customer desire), he went further by quantifying it: Touchscreens aren’t merely a bit less expensive than mechanical buttons; they are an astonishing 50% cheaper to manufacture.
Ferrari CEO Benedetto Vigna discusses Luce EV, effects of EU FTA on Ferrari pricing & more | Autocar India
“Touch is something created by, for, the supplier advantage,” Vigna stated during the interview. Crafting a touch button is less expensive, 50% less….”
Keep in mind, this is the team that recently hired Jonny Ive—arguably the most well-known name in display design—to assist in engineering their infotainment and overall interior for the EV. If there’s a more expensive method to create a touch-based system for a vehicle, we would be astonished. Yet, it still proved to be significantly less expensive than designing and producing mechanical buttons and switches.
“If you want to create all these attractive, beautifully crafted buttons, you [need tooling],” Vigna clarified.
While consistent touchscreen experiences are excellent for consumer electronics, Vigna recognized that they do not resonate well with Ferrari’s clientele.
“We must do something distinctive,” Vigna remarked.
Looking ahead, Ferrari aims for what it refers to as good “phygital” design—physical controls accompanied by digital enhancements. An entirely digital Ferrari cockpit is not on the horizon.
In fact, Ferrari has already begun to revert its cleaner designs in favor of more “interactive” cockpits, according to Vigna. And this is something we can anticipate more of in the future.
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**Ferrari’s CEO Asserts Touch Controls Are 50% Cheaper Than Conventional Buttons**
Recently, the CEO of Ferrari ignited conversations in the automotive sector by claiming that the integration of touch controls in their vehicles can slash production expenses by up to 50% in comparison to conventional mechanical buttons. This assertion highlights a major transformation in luxury automakers’ approaches to interior design and user interface technology.
### The Move to Touch Controls
Touch controls have gained traction in modern vehicles, providing a sleek and minimalist appearance that corresponds with current design aesthetics. Unlike traditional buttons, which necessitate physical components and intricate mechanical systems, touch controls use capacitive technology that can be integrated into surfaces or displays. This change not only results in a more streamlined appearance but also creates opportunities for customizable interfaces.
### Cost Effectiveness
The CEO of Ferrari stressed that the financial benefits linked to touch controls arise from several aspects:
1. **Lower Component Count**: Traditional buttons require numerous components, including switches, housings, and wiring. Touch controls can amalgamate these parts into a single unit, reducing the total number of components necessary.
2. **Streamlined Manufacturing**: The production process for touch-sensitive surfaces can be less complicated than that of mechanical buttons. This simplification can yield lower labor costs and shorter assembly times.
3. **Weight Reduction**: Touch controls can aid in weight reduction in cars, which is crucial for performance and fuel efficiency. Lighter vehicles can provide better handling and faster acceleration, which aligns with Ferrari’s performance-focused brand identity.
### User Experience Factors
While the cost benefits are notable, the transition to touch controls also raises inquiries regarding user experience. Touch interfaces can introduce advanced features like haptic feedback and customizable layouts, enhancing user interaction. However, some detractors contend that touch controls may lack the tactile feedback that traditional buttons provide, potentially causing distractions while driving.
### Market Trends
Ferrari is not the only brand delving into the advantages of touch controls. Numerous luxury car makers are incorporating similar technologies into their offerings, reflecting a wider trend towards digitalization in the automotive industry. As vehicles grow increasingly connected and dependent on software, the need for intuitive and responsive interfaces is likely to surge.
### Final Thoughts
Ferrari’s assertion that touch controls may cut costs by 50% compared to traditional buttons is a bold proclamation that highlights the ongoing transformation of automotive design. As manufacturers persist in innovating and adjusting to consumer demands, the equilibrium among cost efficiency, user experience, and performance will be vital in defining the future of luxury automobiles. The transition to touch controls could signify a major advancement in the pursuit of modernity and efficiency in the automotive field.