Drivers Reject Much of the Tech in Modern Cars
Consumers are increasingly finding that the technology in their cars is more of a hassle than a help, according to a recent study. Despite the rapid advancement and integration of tech features, drivers aren’t necessarily appreciating the innovations, which often fail to improve the driving experience.
JD Power’s 2024 U.S. Tech Experience Index Study surveyed over 81,000 drivers’ experiences with advanced vehicle technologies in 2024 model year vehicles after 90 days of ownership. The results revealed a mixed bag of user experiences, with some features finding favor while others are barely used or actively disliked.
One of the key findings, according to Kathleen Rizk, senior director of user experience benchmarking and technology at JD Power, is that AI-based technologies, like smart climate control, are popular when used. However, other recognition technologies such as facial recognition, fingerprint readers, and interior gesture controls are falling out of favor. Owners report these technologies often fail to solve a problem they didn’t know they had, and, in the case of gesture controls, can even be problematic. A significant percentage also report a lack of functionality. These issues translate into a poor return on investment for automakers.
Advanced Driver Assistance Not Always Appreciated
Despite the increasing availability of advanced driver assistance systems (ADAS), many drivers remain indifferent to their value. While drivers appreciate features that directly address specific concerns, such as visual blind spots while backing up, other ADAS features are often viewed as unnecessary. Active driving assistance, especially the hands-on-the-wheel version, received low scores, attributed to a low perceived usefulness. Even advanced hands-free versions of this technology don’t significantly enhance the user experience, perhaps because they aren’t solving problems drivers identify as important.
It may seem surprising, but drivers are also not overly enthusiastic about advanced hands-free driving systems like GM’s Super Cruise and Ford’s BlueCruise. According to JD Power, this is because these systems may not be perceived as solving any known issues by the drivers who use them. It appears that most drivers are perfectly happy driving themselves on the highway.
The Passenger Screen Problem
Passenger screens, another area where automakers are investing, are also drawing negative reviews. Drivers cite usability issues, and many classify the feature as not necessary. Fewer than 10% of vehicles carry front-seat passengers daily, decreasing the likelihood of these screens being used frequently. Further, the addition of a second screen complicates the sales process. Dealerships are struggling to teach new owners how to use the primary infotainment screen, let alone a second one.
Which Brands Offer the Best Tech Experience?
The study also ranked brands based on the tech experience. For the fourth year in a row, Genesis took the top spot with a score of 584 out of 1,000. Lexus, BMW, Hyundai, and Kia rounded out the top five. At the bottom of the rankings were Mazda, Nissan, Ford, Mini, and Dodge. EV-only makers like Tesla, Rivian, and Polestar earned high scores, but JD Power excluded them as their buyers tend to be more accepting of technology in general.
