J.D. Power 2024 Study: Drivers Unimpressed with New Car Tech
Slide into any 2024 model, and you’ll feel like you’ve traveled straight out of a sci-fi movie with its futuristic car tech. From high-frequency touch-screens to unmatched connectivity, today’s vehicles have evolved to become an extension of the driver.
Want ambient lighting that adjusts to your mood or cooling seats for those hot days? The list of features and gadgets readily available is extensive. When it’s time to buy a new car, the appeal of these cutting-edge features is also hard to ignore.
But the real question is: Are the latest tech advancements actually annoying?
A recent study by J.D. Power, the 2024 U.S. Tech Experience Index (TXI), reveals that many drivers are less than impressed with their car’s technology. The report identifies several shortcomings in the overall user experience particularly.
Findings from the J.D. Power study
The 2024 U.S. Tech Experience Index (TXI) offers an in-depth look into the user experiences of owners with the latest automotive technologies. This analysis is grounded in feedback from 81,926 new vehicle owners, who were surveyed 90 days after taking delivery of their 2024 model-year cars.
The data collection spanned from July 2023 to May 2024, focusing on vehicles registered between April 2023 and February 2024. The study evaluates a broad spectrum of 40 automotive technologies, categorized into four distinct areas:
- Convenience – Features designed to enhance everyday ease and comfort.
- Emerging Automation – Innovations in vehicle automation and self-driving capabilities.
- Energy and Sustainability – Technologies aimed at improving energy efficiency and reducing environmental impact.
- Infotainment and Connectivity – Systems that provide entertainment and keep drivers connected.
By dissecting these categories, the study provides valuable insights into how new technologies are meeting—or falling short of—driver expectations.
The rise of AI-driven comfort
The study found a clear favorite among new technologies: Artificial Intelligence (AI)-based features. Smart climate control systems, for instance, have quickly captured the hearts of drivers. These systems use AI to learn and adapt to individual comfort preferences, creating a personalized driving environment that feels almost intuitive.
The disappointment of recognition technologies
On the flip side, some advanced technologies are struggling to win over drivers. Recognition technologies—such as facial recognition, fingerprint readers, and interior gesture controls—are particularly noteworthy. While these features offer a glimpse into a futuristic driving experience, they often fail to address practical needs.
For instance, interior gesture controls have been met with criticism, with 43.4 problems reported per 100 vehicles. A significant 21% of owners find these controls lacking in functionality, suggesting that these high-tech features may not be solving problems that drivers actually have.
Genesis and Hyundai rank highest overall
For the fourth consecutive year, Genesis has claimed the top spot for innovation in the premium vehicle segment with an impressive score of 584 on a 1,000-point scale, followed by Lexus in second place with 535 and BMW in third with 528.
Hyundai maintains its dominance in the mass market segment, ranking highest for innovation for the fifth year in a row. Kia follows in second with a score of 499 and GMC ranks third, earning a total of 439 points.
Key takeaways from the J.D. Power 2024 Study
Many drivers still favor technology that offers practical, hands-on benefits. Advanced Driver Assistance Systems (ADAS) are proving less essential for many owners, who prefer solutions that address real, specific concerns rather than abstract conveniences.
For instance, while features like blind-spot monitoring are appreciated, more complex systems, such as hands-free driving assistance, often struggle to demonstrate tangible value.
Passenger screens, despite their growing presence, are another point of contention. Many drivers view them as superfluous, especially given the infrequent use of front passenger seats and the added complexity they introduce.
Additionally, Tesla is experiencing a shift in consumer favoritism. As its customer base diversifies, satisfaction with some of its tech features is diminishing.
This change suggests that even the most advanced technologies must continually evolve to meet the expectations of a broader audience. Ultimately, the technology being developed, although cool, is not a huge success unless it meets the practical needs of everyday drivers.
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