They 100% do! But the marketing departments always likes to have “solid” arguments at hand.

How else can they organise fairs and conferences where they can lament about how poor the automakers are and how pressure from are pulling prices down so automakers cannot compete… how they have to fire people and move production in poorer countries where people can be treated more like slaves… how profits are so low that they have to use the same jets with the same bitches twice!

This is actually very good news for car manufacturers.

Touch crap was cheaper but sold a new tech so => price increase

Buttons are old tech so no new investments or tech development but they are more complicated => price increase