This presentation will focus on the switch map strategy and the rationale behind the cockpit layout, then address the impact of this strategy on the steering wheel and its design. It will cover the vehicle layout and controls overview, with functional groupings and control logic, balancing familiar UX conventions with physical controls; the steering wheel – reimagined for the modern driver – overall design theme and philosophy, control layout and integration with the instrument cluster, shape, ingress/egress and driver visibility, tactile controls: chunky, notchy, robust and mechanical, drive modes and start/stop functionality; and closing remarks – key takeaways and design rationale, reinforcing tactility by design: the rebirth of a brand through balanced physical controls.