logo
My plea to automakers—I really want some buttons, it makes driving easier

My plea to automakers—I really want some buttons, it makes driving easier

The Print18-05-2025

The MG Windsor takes the lack of buttons to another level. For example, there is no dedicated button to control the outside rear-view mirrors. You can adjust them through the steering wheel-mounted controls, but it takes some time to know how to do that. Also, the vehicle has no headlight controls on the stalk; you have to adjust that through the infotainment screen. But, to be fair, you can keep that permanently on automatic. And then the most notorious non-button function, which is for the curtain under the panoramic roof. You instead use voice commands to open and close the roof curtain or struggle through the settings menu. And you know what is most frustrating, there is a blanked out portion where such a control would be.
But I do have one serious gripe with this car, and to be fair, it isn't just directed at the Windsor EV. And that is the lack of physical buttons for functions. Call me old fashioned, but I like a physical button.
A week ago, I found myself in Guwahati to drive the MG Windsor EV Pro, an updated version of India's best-selling electric vehicle. A bigger battery, thus more range and some Advanced Driver Assistance Systems (ADAS) features. The drive up to and down from Shillong was quite memorable as a result, without the need to be in a state of panic due to range. I genuinely like the Windsor EV, as does the Indian consumer. The first 8,000 units of the car, which had an introductory price tag of Rs 17.5 lakh, sold out in a day.
Each brand has its idiosyncrasies. As more brands get button starts for their vehicles, there is no consistency whatsoever in where these are located. The MG Windsor EV doesn't even have a start button—you literally open the car, select 'Drive' and go. But only after wearing your seatbelt, because the MG Windsor EV does not release the electronic parking brake until you belt up.
But as I said, the lack of physical buttons isn't unique to the Windsor EV, although that is the most extreme example. I also recently drove the new Kia Carens Clavis, which has a switchable touch panel for media and air-conditioning controls. Really cool feature, but again, I genuinely appreciate buttons for air-conditioning, which ironically the Windsor EV actually has.
Also read: My Hong Kong visit was a reality check. XPENG has taken the first step for a 'flying car'
Makes driving easier
But why do I have this love affair with buttons? I'll tell you why I like buttons, because I like to control aspects of the vehicle by touch without taking my eyes off the road. And as used as I am to using my Amazon Echo device or saying 'Hey Siri', somehow using voice commands on a car is not something I've become used to. Maybe it is because I change cars so often, and different car brands have wildly different voice command abilities.
That said, maybe I will change my habits. I have become used to mainly driving automatics and the increasing electronics onboard supercomputer-like cars. But even supercomputers have buttons. They feel deliberate, like you are doing an action.
So my plea to automakers is quite simple: I love technology, but I really want some buttons. It just makes driving easier.
@kushanmitra is an automotive journalist based in New Delhi. Views are personal.
(Edited by Theres Sudeep)

Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

OpenGMSL association formed to transform future of in-vehicle connectivity
OpenGMSL association formed to transform future of in-vehicle connectivity

Time of India

time2 days ago

  • Time of India

OpenGMSL association formed to transform future of in-vehicle connectivity

In a landmark move for the automotive technology sector, a coalition of leading OEMs, Tier 1 suppliers, semiconductor manufacturers, and ecosystem partners on Wednesday announced the formation of the OpenGMSL Association . This newly launched initiative aims to establish Gigabit Multimedia Serial Link (GMSL) as an open, worldwide standard for SerDes-based transmission of video and high-speed data in vehicles. The OpenGMSL Association is set to transform how automotive systems — including ADAS (Advanced Driver Assistance Systems), infotainment, and autonomous driving platforms — are developed and integrated, ultimately enabling faster innovation and reducing costs across the automotive value chain. The OpenGMSL Association will operate as a non-profit entity with an independent board of directors, encouraging global participation. Products built on the standard must pass mandatory compliance testing to ensure multi-vendor interoperability and system reliability. 'We're proud of our GMSL technology and eager to collaborate with fellow association members on a standard that will strengthen the entire automotive ecosystem,' said Yasmine King, Corporate VP and Head of the Automotive Business Unit at ADI. The initiative marks a pivotal step toward standardizing data transmission architecture in the automotive industry, paving the way for safer, smarter, and more connected vehicles worldwide. Addressing the growing demands of Next-Gen vehicles With modern vehicles requiring high-speed, low-latency data links to support increasingly sophisticated features, legacy proprietary systems have created hurdles to innovation. ADAS vision systems depend on real-time, high-resolution video feeds for decision-making, while infotainment platforms require seamless data streaming for enhanced user experiences. These growing demands have increased development complexity and cost, prompting the need for a unified, open standard to simplify integration and ensure interoperability across vendors.

Tata Motors plans a premium push as competition intensifies in EV space
Tata Motors plans a premium push as competition intensifies in EV space

Mint

time2 days ago

  • Mint

Tata Motors plans a premium push as competition intensifies in EV space

Tata Motors Ltd, the country's first carmaker to enter the electric vehicles space with the launch of Tigor back in 2018, aims to bolster its presence in the premium EV segment while ensuring products across a full spectrum of price points amid intensifying competition. India's third-largest automaker by the number of cars sold launched the EV variant of its Harrier sports utility vehicle (SUV) on Tuesday at an ex-showroom price of ₹21.49 lakh. The launch of the new electric vehicle comes at a time when Tata Motors' lead in the electric vehicles segment is being aggressively challenged by MG Motor India, Mahindra & Mahindra (M&M) and Hyundai. Its market share in the EV space slumped to 55.4% in FY25, from 73.1% in FY24 and 84% in FY23. As many as 117,000 EV cars were sold in India in FY25. However, Shailesh Chandra, managing director at Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, noted that the company's key strength is its strategy to have a presence in each price point. Also Read: How Tata Motors plans to win back the market with its hatchbacks 'The right way to look at the market is to divide it into three segments based on pricing. Through our launches this year, we will have 2 cars each in the entry segment, mid segment and the high segment," Chandra told Mint in an interview. 'After Harrier and Sierra launches this year, we will go even further in the premium segment with more launches in upcoming years." Focus on volumes Sales of higher-priced cars result in an increase in the average selling price, which allows a company to have more revenue even if the volume declines. Mahindra & Mahindra had stated earlier that it is looking to dominate the market through leadership in revenue market share. During the January to March quarter, M&M garnered a 33.1% revenue share. However, Chandra says Tata Motors will not shift its focus to revenue market share and instead look to dominate volumes. 'While selling more luxury vehicles can help get more revenue share, whether you are a popular brand among the customers of the country is decided by the share in volumes," Chandra highlighted. But the car market has not given automakers many reasons to cheer in the last one year. During the last financial year, the growth in the passenger vehicle market was just 2%. Tata Motors sales in the year was at 556,263 units, 3% lower than in FY24. 'You have to try and excite a tepid car market through new launches," Chandra said. Market share, service challenges During April and May 2025, Tata Motors' share in the EV market fell to 38% with 9,043 units sold. Since late last year, it has faced pressure from Windsor EV of JSW MG Motor India, Creta EV of Hyundai Motor India and Mahindra electric SUVs BE 6 and XEV 9e. Shares of Tata Motors fell 1% on Tuesday to close at ₹704.30 apiece on the National Stock Exchange. The stock has fallen 5.5% during 2025 as against a 0.86% rise in Nifty Auto index. Also Read: Trump's tariffs push Indian exporters to redraw game plans While Tata Motors is trying to address the challenge by introducing new models in each price range, it is also addressing customers' complaints about the company's servicing capabilities. During a meeting with analysts in March, the management acknowledged that there was an issue with service capabilities. 'Management indicated that while most of its products are well positioned, there is a need to enhance the service capabilities of its outlets," analysts at Motilal Oswal Financial Services wrote in a 11 March note. 'Given the rise in its market share without a corresponding increase in servicing throughput, customers are now facing challenges in receiving timely service." Chandra also noted that the company's focus in the last one year has been on improving servicing capabilities. 'Our growth in the last few years in a few cities was more than anticipated, which led to some hotspots emerging where our service capabilities lagged. We have focused on increasing servicing bays at our service centers, adding more than 1,300 bays over the last one year," he said. EV offerings, premiumization plans In 2025, Tata Motors has been trying to increase the premium experience of its cars with refreshed launches of its hatchbacks Tiago and Altroz. To get growth back in the passenger vehicle market, it is expanding offerings in the electric vehicle space and premiumising its cheaper hatchback cars in the sub- ₹10 lakh range to attract more customers. Also Read: Fronx, Jimny drive Maruti's export boom to Japan amid home market slowdown "Refresh launches of Altroz and Tiago (launched in Q4) will help Tata Motors regain lost market share in hatches, while the launch of Sierra ICE and EV and Harrier EV may strengthen Utility Vehicle share," Jay Kale of Elara Capital wrote in a 14 May note.

MG Retails 6,304 Cars In May 2025, Clocking Over 40 Per Cent YoY Hike
MG Retails 6,304 Cars In May 2025, Clocking Over 40 Per Cent YoY Hike

NDTV

time4 days ago

  • NDTV

MG Retails 6,304 Cars In May 2025, Clocking Over 40 Per Cent YoY Hike

JSW MG Motor India reported monthly sales of 6,304 units in May 2025. This is a year-on-year (YoY) growth of 40% over the 4510 units sold in May 2024. The company has revealed that the recently launched Essence PRO and Exclusive PRO variants of MG Windsor receive overwhelming response from car buyers. JSW MG Motor India has recently launched the two new variants of India's best-selling EV Windsor in PRO series: Essence Pro and Exclusive PRO. The MG Windsor PRO variants come with a larger 52.9 kWh battery pack, offering a certified range of 449 km. The top-spec 'Essence PRO' also offers premium features including Level 2 Advanced Driver Assistance Systems (ADAS), as well as Vehicle-to-Vehicle (V2V) and Vehicle-to-Load (V2L) charging capabilities. With the impressive performance of the MG Windsor and its variants, JSW MG Motor India has strengthened its position as one of India's most trusted and leading electric vehicle (EV) brands. This success is driven by the MG EVs' outstanding and impressive design, exhilarating performance, and a distinctive range accuracy across its model lineup, making it a compelling choice for Indian car buyers. Also, the company is preparing to launch three new cars in the Indian market. First on the list is an all-electric roadster - Cyberster. It will be a rival to the likes of the Porsche Boxster and BMW Z4. Next up, the MG M9 luxury MPV will be introduced in the country to lock horns with the Kia Carnival. This will be an EV too. Lastly, the MG Majestor will enter the market as a more premium avatar of the Gloster SUV. All of these vehicles were showcased by the brand at the Auto Expo this year.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into the world of global news and events? Download our app today from your preferred app store and start exploring.
app-storeplay-store