Sometimes car tech goes too far. Automakers are admitting it

Core Insights - Automakers are reassessing the technology they incorporate into vehicles, with a focus on practicality over novelty, as evidenced by recent decisions from companies like Tesla, Mercedes-Benz, and Audi [1][10][11] Group 1: Technology Reassessment - Tesla is working on combining electronic and manual door handles to improve safety and usability, indicating a shift towards more practical solutions [1] - Mercedes-Benz has reverted to a traditional volume control system in the GLC SUV after customer feedback indicated dissatisfaction with the newer haptic version [2][11] - The automotive industry has a history of introducing innovations that later become obsolete, such as automatic shoulder belts and oversized display keys, highlighting the need for careful consideration of new technologies [5][6][10] Group 2: Customer-Centric Approach - Executives from various automakers are now emphasizing the importance of listening to customer preferences, as seen in Mercedes-AMG's response to feedback regarding engine configurations [11][13] - Audi is simplifying its production process and reducing the complexity of its offerings, focusing on what truly matters to customers, such as fewer steering wheel configurations and intuitive design [14][15] Group 3: Market Dynamics - The automotive industry faces challenges such as disappointing electric vehicle sales and market turbulence, prompting a more introspective approach to technology adoption [10][11] - As high-tech features become standard across all vehicle price points, automakers must differentiate their products without overwhelming customers with unnecessary technology [9][10]