I love the design, but I personally find it less intuitive than conventional hvac controls like this, because Audi had to squeeze things into 3 circular LCDs.
While I am not a BMW fan, they got the interfaces almost close to perfect with their MINI Countryman cars. The screen is a touchscreen one, but, touchscreen is optional as there is a physical idrive controller, with shortcuts, and it works with carplay as well. All important stuff, defroster/AC/seat heaters are physical buttons! I love it.
https://www.mazda3revolution.com/cdn-cgi/image/format=auto,o...
But as a design guy, I think it's a beautiful design, and the one that doesn't make too much compromise with UX. I'd be happy to take either.