A recent study from J.D. Power indicates that many drivers feel overwhelmed rather than assisted by AI-based technology advancements.
But, some car brands are doing a much better job implementing new technology than others.
The study results are based on the responses from 81,926 new car owners. The model year for all vehicles was 2024 and owners were surveyed after 90 days of ownership.
Below are some of the findings from the survey.
Winning AI-based features include smart climate control, while technologies like facial recognition, gesture controls and fingerprint readers are not scoring any points with car owners.
Owners felt car manufacturers were trying to solve problems that don’t exist. These add-ons that consumers do not want or see value in
Most car owners favor advanced driver assistance systems (ADAS) features that can help solve problems. This includes technology that can help with blind spots and backing up.
Some ADAS features had a much lower score for usefulness. Hands-on-the-wheel technology which forces drivers to keep their hands on the wheel scored a low 7.61 out of 10 for usefulness.
While some cars are coming with larger screens, like the 48″ screen on the new Lincoln, others are focusing on passenger displays. This is being labeled by drivers as “not necessary”. With only 10% of vehicles carrying front-seat passengers every day, it is a feature that won’t be used enough to make it worth having.
There are also concerns with dealers who will need to train owners on how to use two infotainment systems.
Tesla has had a lot of press this year, and not all of it was good. This study found even more bad news for the brand. Tesla owners, who in the past had a lot of love for the brand, shifted to a lower satisfaction with the brand. Their direct driver monitoring scored just 7.65 out of 10 with some owners reporting the tech as problematic.
Now let’s talk about the brands receiving praise for their tech innovations.
Genesis takes the top spot overall and among the premium brands for their innovation in tech. This is the fourth year they have taken the top spot. On a 1,000-point scale, they have a score of 584. Lexus comes in second at 535, BMW takes third with 528.
The best in class for mass market brands is Hyundai for the fifth consecutive year with a score of 518. Kia comes in second with a score of 499 and GMC ranks third with 439.
Some car manufacturers also received awards for their innovations.
Forty automotive technologies were analyzed in four categories:
- Convenience
- Emerging automation
- Energy and sustainability
- Infotainment and connectivity
The winners in each of these categories are as follows.
Infotainment and connectivity awards went to the BMW X6 for the premium market and the Hyundai Santa Fe for the mass market. Both won for their phone-based digital key feature.
The BMW iX received the award for energy and sustainability for their one-pedal driving feature. Mass market segment is not eligible for this category.
For the convenience award, Toyota Sequoia wins with their camera rear-view mirror technology. Premium segment is not eligible for this award.
Emerging automation awards go to the Genesis GV70 for the premium segment and Kia Carnival for the mass market. Both won the awards for their front cross traffic warning features.
Below are the overall rankings for all car brands. We can only hope manufacturers are listening to what car owners are saying!
