There was a story about BMW in the early 2000s when digital screens/menus etc started to appear in cars. The story is that a BMW exec brought a design team to

There was a story about BMW in the early 2000s when digital screens/menus etc started to appear in cars. The story is that a BMW exec brought a design team to see a Volkswagen Jetta and said: "We are supposed to be the 'ultimate driving machine' but our customers say we have too many menus, buttons etc. Looks at this VW? Simple buttons, layout and instruments. Nothing extra. THAT is the ultimate driving machine."