Jumping into a new car from a vehicle built before 2010 can be a bit of a shock. Over the last decade-plus, automakers have been in a technology frenzy, loading up new vehicles with all sorts of features, some designed to make life easier, others to enhance safety. But do car buyers actually want all this stuff? A new survey by JD Power suggests that the answer is mixed.
As time goes on, a new convenience feature just becomes something buyers expect. Starter motors replaced hand cranks for a reason, and most modern motorists would prefer not to deal with manual chokes. Manual window winders gave way to electric ones. Similarly, some of the technology additions have come about through regulation. The requirement for a backup camera means there needs to be a screen in the car to display that feed.
But according to JD Power’s Tech Experience Survey, which “measures problems encountered and the user experience with advanced technologies as they first enter the market,” advanced technology in cars needs to solve real problems, and too much tech simply doesn’t do that. For example, drivers generally appreciate advanced driver assistance systems, known as ADAS; blind spot monitoring solves a real problem. But does anyone ever actually use their automatic parking system? JD Power found that systems that partially automate a driving task—even the most advanced hands-free systems—had a low perceived usefulness, a finding that is supported by other research.
Enough with the Screens
One technology trend that’s attracting negative feedback is the addition of passenger screens. Blame Ferrari, which started adding a passenger screen to its supercars. The early Ferrari passenger displays were somewhat limited, but they have morphed into a second fully fledged infotainment display for the passenger. Porsche and Mercedes have both followed suit, and the latest trick, as seen in some new Audis, is to have an active privacy mode so that the passenger can watch video but the driver can’t see anything on that display. If the idea of giving passengers their own display when there’s already one immediately next to it sounds excessive, welcome to my club. JD Power says passenger screens are negatively reviewed by many owners and notes that “it is difficult for dealers to teach new owners how to use the primary infotainment screen, let alone a second one.”
Other examples of new technology solving a nonexistent problem include facial recognition, fingerprint scanners, and gesture control. Various cars have implemented these over the past few years, and the survey suggests consumers are not impressed.
However, not every new innovation has been met with negativity. AI-based features like smart climate control have quickly won popularity. “A strong advanced tech strategy is crucial for all vehicle manufacturers, and many innovative technologies are answering customer needs,” said Kathleen Rizk, senior director of user experience benchmarking and technology at JD Power. “At the same time, this year’s study makes it clear that owners find some technologies of little use and/or are continually annoying.”
The market research company says its tech survey is designed to help automakers decide where to invest their R&D resources. If we start seeing any objectionable in-car tech become less common, we’ll know which OEMs were paying attention.
