Audi Is Ditching the Idea of a 'Global Car'AudiAudi's chief technical officer, Rouven Mohr, said it's not possible to build a car that satisfies everyone in today's market in an interview with GoAuto.As a result, Audi and AUDI, the automaker's Chinese spinoff, will split focus into their respective markets.Audi's European and North American cars will likely feature fewer screens and more buttons, while AUDI's Chinese cars will aim to stay competitive in China's tech-heavy market.Audi and AUDI are drifting further apart in a savvy decision to stop trying to build a "global car." Audi's chief technical officer, Rouven Mohr, told Australian outlet GoAuto that the battle between screens and buttons is to blame. Market research has found that while the Chinese market values screens and AI tech, European and North American markets favor tactile buttons. Mohr said the difference between the two tastes is too vast to find a compromise."I think the idea of the global car, one car that fits for the world, is gone, to be honest — it's not fitting anymore in the U.S., it's not fitting anymore in China, so you need this kind of local-for-local [approach]," Mohr told GoAuto.Wait, Two Audis?AUDI E5 SportbackaudiEuropean automakers, including Audi, once ruled China's automotive industry. Now, with Chinese companies producing tech-heavy cars for less money, the global automotive sharks are finding themselves reduced to minnows in the Chinese market.AdvertisementAdvertisementTo remain competitive, Audi launched a different, albeit quite familiar, brand in 2024. AUDI (with capital letters and without the iconic four rings logo) was created in collaboration with Chinese auto manufacturer SAIC to focus on developing cars unique to the Chinese market. So far, the spinoff AUDI has released two China-exclusive cars: the E5 Sportback and the E7X SUV. The former was so well-received that it nabbed a 2026 China Car of the Year accolade, although sales have reportedly been sluggish so far.Despite forming the spinoff brand, Audi's global operations were still trying to appeal to the masses by replacing physical buttons with bigger screens. The company's recent interior designs—as seen on the A5 and, soon, the A3—have, however, been met with a wave of criticism for their reliance on screens.The interior of the latest Audi A5.AudiThe mixed reactions between the Chinese and Western markets were proof of a discrepancy bigger than a simple compromise could solve. While China wants fewer buttons, Europe and North America want more. A "global car," as Mohr calls it, simply isn't feasible anymore.What Happens Now?Essentially, Audi and AUDI will become siblings that only see each other on Thanksgiving and Christmas. The all-caps AUDI will focus its efforts on the efficient development of more China-specific models filled with screens, artificial intelligence, and other modern technology. Meanwhile, the four-ringed Audi will focus on its European and North American audience, and to the delight of many enthusiasts, that likely means bringing buttons back.AdvertisementAdvertisementBoth brands are also rethinking their production processes by grouping similar development stations together in "project houses" to streamline the approval process, which Mohr says has rapidly decreased production time. It worked for the development of the Nuvolari, he said, and it's being implemented in the production of the upcoming A4 E-Tron as well. Mohr says the goal for the new process is to prioritize "speed and focus."The cabin of the Nuvolari puts less of an emphasis on screens.AudiFour-ringed Audis won't disappear from China, but the split will give each brand space to develop cars that can stay at the top of the food chain in both markets. Audi notes that there's still an audience for European cars in China and says it'll still import some four-ringed models to the country.In Europe and North America, Audi will continue developing its design language and integrating upgraded technology, but it won't feel as chained to the desires of the Chinese market. The production version of the Concept C sports car and A4 E-Tron look to be the first consumer cars to be developed under this new guidance, which means they will likely include more subtly integrated screens, more buttons, and higher-quality interior materials.➡️ Skip the lot. Let Car and Driver help you find your next car.Shop New Cars Shop Used CarsYou Might Also LikeGift Guide: Best Ride-On Electric Cars for KidsFuture Cars Worth Waiting For: 2025–2029