This is addressed in the article:

> There used to be a big difference in driving characteristics and technology between premium and budget brands. Compared to a Volkswagen, a BMW used to have a more powerful engine, better handling, and comfort features like seat-heating and cruise control. However, a Volkswagen Golf now has similar tech as a BMW and with the transition to EVs, drivetrains and handling won't be the same differentiator as before.

> Now, the focus has moved to the interior. Infotainment systems have become a central part of that, so carmakers are coming up with unusual concepts to set them apart, both in hardware and software. CarPlay 2 is going exactly in the opposite direction, more towards standardizing the in-car software.

But I think a great differentiator for upmarket brands would be to offer as few screens as possible and as many buttons as possible. Electronics are a plague. Some features are very useful: mainly, route planning and the ability to play music in the car. But the rest is a nightmare.

I don't want to talk to my car; certainly not when passengers are sleeping during a trip, and even not when I'm alone. There's a subtle humiliation associated with talking to a machine. More importantly, I don't want to randomly target zones on screens to set up things, and I don't want to look at the screens because I don't want to take my eyes off the road. Give me buttons that have a fixed location, and that I can feel without looking.