FYI: A recent study by J.D. Power reveals mixed reviews on new vehicle technologies, sparking both praise and criticism from drivers.
Drivers today have varying opinions about the influx of new technology and features introduced in the automotive market over the past few years, as highlighted by a recent user experience study.
On Thursday, J.D. Power unveiled the findings of its 2024 U.S. Tech Experience Index (TXI) Study, showcasing a spectrum of reactions from drivers towards the advanced technologies integrated into their vehicles.
Praise for AI But Skepticism for Biometrics
Certain AI-driven features have gained significant popularity, with intelligent climate controls being a standout example praised for their convenience and efficiency. However, biometric technologies such as fingerprint readers and facial recognition systems have faced widespread criticism. Users have reported these features as problematic or lacking in functionality.
Consumer Sentiment on Vehicle Tech
While some technological advancements have been welcomed with open arms, others haven’t fared as well. For instance, interior gesture controls were found to have a high problem rate—43.4 issues per 100 vehicles—with 21 percent of respondents stating that these controls simply don’t offer valuable functionality.
Additionally, passenger screens have not been well-received by vehicle owners, and many active driver assistance technologies were rated lower than other advanced driver assistance features.
Brands and Rankings
It’s important to note that brands like Tesla, Rivian, and Polestar were not included in the official rankings due to their incomplete vehicle registration data across all 50 U.S. states. Despite this, many owners from these brands participated in the study, expressing substantial enthusiasm for Tesla’s software platform and tech features. Tesla’s score, although unranked, was recorded higher than any other brand in the study, with Rivian and Polestar also surpassing the study average.
For brands included in the rankings, Genesis led the premium category with a score of 584 out of 1,000. Its parent company, Hyundai, took the top spot in the mass-market category with a score of 518. Luxury brands Lexus and BMW followed Genesis, scoring 535 and 528 respectively, while Kia and GMC secured the second and third positions in the mass-market category with 499 and 439 points respectively.
Tesla, although unranked, achieved a score of 786, followed closely by Rivian’s 666 and Polestar’s 578.
Challenges and Opportunities for Automakers
Despite some of the negative feedback, automakers still have substantial opportunities to innovate and fine-tune their technologies based on consumer insights. As highlighted by Kathleen Rizk, Senior Director of User Experience Benchmarking and Technology at J.D. Power, a well-thought-out advanced tech strategy is essential for automakers. Many innovative technologies are meeting customer needs, yet some technologies are deemed either unnecessary or irritating by users.
“A strong advanced tech strategy is crucial for all vehicle manufacturers, and many innovative technologies are answering customer needs,” Rizk said. “At the same time, this year’s study makes it clear that owners find some technologies of little use and/or are continually annoying.”
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William Kouch, Editor of Automotive.fyi
