In an ever-evolving automotive world, the size of screens in automobiles seems like a never-ending period of growth, with more of them featuring bigger screens.

But the growth in screen size has also been accompanied by a growth in customer frustration, as more buyers report feeling overwhelmed by infotainment screens. Land Rover has now confirmed it plans to reduce the size of its screens in an attempt to win over buyers.

Fewer screens reduce the clutter

Land Rover’s admission came during an interview the company had with the Australian publication Carsales while talking about the all-electric Range Rover GT. In that interview, the brand’s Global Marketing Director Martin Limpert revealed that the brand’s new vehicles will adopt a simpler design motif that reduces dependence on large displays.

Land Rover calls excess displays “visual and acoustic noise,” saying the brand will put a greater emphasis on the individual vehicle itself for its new offerings versus attempting to go all-in on visual spectacle.’We free our cabin from all of that. That’s what makes us unique … we will keep evolving.’

A different centerpiece defines the cabin

While Land Rover is taking a new approach to screens, the Range Rover GT will still have a large centrally mounted screen that handles nearly all of the interior functions, with a slim screen on the dashboard providing the digital instrumentation. However, the brand is not treating the screen as a centerpiece of the design and is relegating it to second-fiddle status.

Instead, Land Rover is focusing on allowing other aspects of the interior to stand out, including the core simplistic design of the cabin and some of the higher-quality materials that will be used inside. This also includes being more selective about how technology is used and where it’s used to achieve maximum effect. Look for this approach to eventually spread to other Land Rover offerings, with the company looking to make its ICE-powered models comply with what’s being previewed in its new EV flagship.