The J.D. Power 2024 U.S. Technology Experience Index study found that car owners don't love all of the tech features in their cars.
Recognition technologies such as facial recognition, fingerprint readers and in-car gesture control are declining in popularity, according to a news release about the survey.
For example, owners say they can have problems with gesture controls (43.4 issues per 100 units), and 21% of owners say the technology lacks functionality.
“These performance metrics, along with a lack of perceived usefulness, have resulted in a perceived loss of value for automakers who have invested millions of dollars to bring this technology to market,” the release said.
The survey adds return on investment (ROI) and includes three categories: must-have, nice to have and not must-have, according to the release.
“A strong advanced technology strategy is important for all automakers, and many innovative technologies are addressing customer needs,” Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power, said in the release. “At the same time, this year's survey made it clear that owners find some technologies to be less useful or consistently annoying. J.D. Power's ability to calculate the return on investment for each technology is a big step forward in helping automakers determine which technologies should most be on their radar and help mitigate rising new vehicle costs.”
The survey found that drivers still prefer hands-on technology, the statement said.
“Despite the prevalence of advanced driver assistance systems (ADAS), many owners are indifferent to their value,” the release states. “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 the task without them.”
The active driver assistance feature received a low usefulness rating of 7.61 out of 10. A more advanced hands-free version also received a rating of 7.98, according to the release.
Surveys have also shown that owners don't believe a passenger-side screen is necessary.
“The technology has been negatively reviewed by many owners who point out usability issues,” the study said. “While the technology may be viewed more favorably if the passenger seat is used frequently, only 10 percent of cars have a passenger in the passenger seat every day.”
The survey results showed that dealers have a hard time teaching new owners how to use the infotainment screen.
Tesla drivers also had lower satisfaction with some vehicle technologies, including direct driver monitoring (7.65).
“Historically, Tesla owners have been enthusiastic about the brand's technology and have praised its vehicles, but concerns about quality have often gone unheeded,” the press release said.
According to the release, Genesis received the highest overall rating (584 points out of a possible 1,000) and was named the top premium brand for innovation for the fourth consecutive year, followed by Lexus (535 points) and BMW (528 points).
Among mass-market brands, Hyundai (518) ranked highest, followed by Kia (499) and GMC (439).
Automotive technology was analyzed in terms of convenience, new automation, energy and sustainability.
The Toyota Sequoia won the convenience award in the mass market category for its camera-equipped rearview mirror technology; no awards were given in the premium segment.
The Genesis GV70 won the Emerging Automation award for its Ahead Cross Traffic Alert feature in the premium model, while the Kia Carnival won the award for its Ahead Cross Traffic Alert feature in the mass market category.
The BMW iX won the Energy and Sustainability award for One-Pedal Driving in the premium segment – no award was given in the mass market segment.
The BMW X6 won the award in the Infotainment and Connectivity category in the premium segment thanks to its phone-based digital key. The Hyundai Santa Fe won the award in the mass market segment thanks to its phone-based digital key.
According to a press release, the survey is based on responses from 81,926 owners of new 2024 model-year vehicles. Owners were surveyed 90 days after ownership. The survey was conducted from July 2023 to May 2024 and was based on vehicles registered from April 2023 to February 2024.
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Featured image courtesy of metamorworks/iStock
Graph courtesy of JD Power.
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