Volvo, renowned for its safety innovations – including the invention of the three-point seatbelt – is now tackling in-car distractions with an unconventional approach: a new typeface. The automaker believes that improving readability on screens can reduce driver eye strain and potentially prevent accidents, but critics argue that a simpler solution already exists.
The Volvo Centum Font: Designed for Focus
The new font, dubbed Volvo Centum, is a direct result of the increasing reliance on in-car touchscreens. Designed in partnership with Dalton Maag, the typeface is intended to “directly influence eye movements,” minimizing distractions and helping drivers process information faster.
According to Pablo Bosch, Font Developer at Dalton Maag, “Every design choice… is made to help people read faster, understand better, and stay focused in the car.” Volvo plans to introduce the font in the EX60 model starting in 2026, coinciding with the company’s centennial anniversary in 2027.
This isn’t just a design gimmick; studies show that drivers spend considerable time interacting with center touchscreens. AAA research indicates that drivers divert their attention for 18 to 40 seconds on average, depending on age. At 25 mph, a vehicle can travel almost five football fields in 40 seconds – underscoring the real-world risks of distracted driving.
The Case for Physical Buttons
While a more readable font may help, many industry experts and frustrated drivers see an obvious alternative: the return of physical buttons. After years of replacing tactile controls with touchscreen interfaces, automakers like Hyundai, Porsche, and Volkswagen are now reintroducing buttons into their designs.
This shift acknowledges that physical controls are faster, safer, and more intuitive than navigating complex menus on a screen. Simple tasks such as adjusting the fan speed or opening the glove box shouldn’t require multiple taps and swipes while behind the wheel.
Volvo’s Hesitation
Despite recognizing the issue, Volvo remains slow to adopt the solution. The new EX60, while featuring the improved font, still relies heavily on touchscreen controls, mirroring the frustrating experience of the current EX30 model. The company has at least indicated it’s considering bringing back traditional key fobs instead of key cards, suggesting a potential willingness to rethink its digital-first approach.
Volvo’s move toward a more readable font is a step in the right direction, but the most effective way to reduce driver distraction remains clear: bring back the buttons.
