Genesis and Kia were the highest-ranked overall and mass market brands in the 2024 U.S. Technology Experience Index study. The analysis of more than 81,000 new car buyers for the 2024 model year delved into how owners feel about their vehicle's technology 90 days after purchase, whether the technology works, and how well it performs. While AI-based technology has been well-received, cognitive technology has been less so, suggesting that automakers may not have the best advanced technology strategy.
The study focuses on user experiences with advanced automotive technologies coming to market. Some advanced features are rated highly while others are left feeling unsatisfied. Researchers say the results indicate that consumers are becoming overwhelmed with tech features that don't solve their problems, don't work, are difficult to use or have too limited functionality.
According to the survey, AI-based technologies such as smart climate control are gaining favor among many car owners. But at the same time, recognition technologies such as facial recognition, fingerprint readers, and in-car gesture control are falling out of favor as they try to solve problems that owners are not even aware of. For example, according to a new diagnostic question added to this year's survey, not only do owners say they have problems with in-car gesture controls (43.4 problems per 100 vehicles), but 21% of these owners also say the technology is under-functional. JD Power states that these performance metrics, including a lack of perceived usefulness, would make the technology deemed worthless for any automaker that has invested millions of dollars to bring it to market.
The main findings of this study are:
Drivers still prefer hands-on technology: Despite advanced driver assistance systems (ADAS) becoming increasingly prevalent, many owners remain indifferent to their value. Most owners appreciate features that directly address their specific concerns, such as visual blind spots when backing up. However, other ADAS features often fall short, and owners feel they can handle tasks without them. This is especially evident with active driver assistance, where the hands-on version ranks as one of the lowest-rated ADAS technologies with a low perceived usefulness score (7.61 out of 10). A more advanced hands-free version of this technology does not significantly change the user experience, as indicated by a usefulness score of 7.98, likely because the feature does not solve a known problem. Owners do not see value in passenger-side screens: Automakers are increasingly offering vehicles with passenger-side display screens, despite the feature being classified as “unnecessary” by vehicle owners. The technology has received negative reviews from many owners who point out usability issues. Perhaps the technology would be viewed more favorably if the passenger seat was used more frequently, but only 10% of vehicles have a passenger in the passenger seat every day. Additionally, the addition of a second screen adds complexity to the vehicle delivery process, as dealers have a hard time teaching new owners how to use the main infotainment screen. Tesla may be losing its technological edge Historically, Tesla owners have been enthusiastic about the brand's technology and have praised its vehicles, ignoring concerns about quality. But as Tesla's customer base expands beyond tech-hungry early adopters, this trend is fading, and this year's results showed a decline in satisfaction with problematic technologies, such as direct driver monitoring (score of 7.65). TOP RANKED BRAND
Genesis ranked highest overall in innovativeness and highest among premium brands for the fourth consecutive year, with a score of 584 out of 1,000. Lexus (535) and BMW (528) came in second and third in the premium segment, respectively.
Hyundai ranked highest among mass market brands for the fifth consecutive year in innovation with a score of 518. Kia (499) and GMC (439) came in second and third, respectively.
Advanced Technology Award Winners
The US Tech Experience Index (TXI) study analyzes 40 automotive technologies divided into four categories: convenience, emerging automation, energy and sustainability, and infotainment and connectivity. Only 31 technologies classified as advanced are eligible for the award.
2024 Toyota Sequoia. Source: Toyota.
The Toyota Sequoia is a mass market model that won the Convenience award for its camera-equipped rearview mirror technology. The premium segment in this category is not eligible for an award. The Genesis GV70 is a premium model that won the Emerging Automation award for Forward Cross Traffic Alert. The Kia Carnival is a mass market model that won the Emerging Automation award for Forward Cross Traffic Alert. The BMW iX won the Energy & Sustainability award in the Premium Segment for One-Pedal Driving. The mass market segment in the Energy & Sustainability category is not eligible for an award. The BMW X6 won the Infotainment & Connectivity award in the Premium Segment for its phone-based digital key. The Hyundai Santa Fe won the Infotainment & Connectivity award in the mass market segment for its phone-based digital key.
About the Research
The 2024 U.S. Tech Experience Index Study was compiled from responses to a survey of 81,926 owners of new 2024 model year vehicles 90 days after purchase. The survey was conducted from July 2023 to May 2024 for vehicles registered from April 2023 to February 2024.
For more information on this study, please click here.
