Are vehicle owners overwhelmed with technology features that don’t solve a problem, don’t work, are difficult to use, or are simply too limited in functionality? The results of the JD Power 2024 US Tech Experience Index (TXI) study,^SM The results released today suggest that may be the case. The study, which focuses on the user experience with advanced vehicle technologies as they come to market, finds that while owners praise some advanced features, they find others lacking.

“A strong advanced technology strategy is critical for all vehicle manufacturers, and many innovative technologies are the answer to customer needs.”

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New artificial intelligence (AI)-based technologies, such as smart climate controls, have quickly gained popularity among owners who already use them, while recognition technologies such as facial recognition, fingerprint readers and gesture controls in the cabin have fallen out of favor as they unsuccessfully attempt to solve a problem that owners were unaware of. For example, not only do owners say that gesture controls in the cabin can be problematic (43.4 problems per 100 vehicles), but 21% of those owners also say this technology lacks functionality, according to newly added diagnostic questions in this year’s study. These performance metrics, including a lack of perceived usefulness, lead to this technology being viewed as lost value for any automaker that has invested millions of dollars to bring it to market.

To solve this problem, JD Power developed a return-on-investment (ROI) analysis as part of the TXI findings to use advanced data science to group individual technologies into three categories. Categorizing the technologies—“must-have,” “sideline,” and “non-essential”—provides automakers with the opportunity to better tailor their content strategy to customer expectations.

“A strong strategy for advanced technologies is crucial for all vehicle manufacturers, and many innovative technologies are the answer to customer needs,” said Kathleen Rizk, senior director of user experience benchmarking and technology at JD Power. “At the same time, this year’s study makes it clear that some technologies are of little use and/or a constant nuisance to car owners. JD Power’s ability to calculate the return on investment for individual technologies is an important step that allows automakers to determine the technologies that deserve the most attention while helping them reduce the rising costs of new vehicles.”

Below are some of the key findings from the 2024 study:

• Drivers still prefer practical technology – without a doubt: Despite the increasing availability of advanced driver assistance systems (ADAS), many owners are indifferent to their usefulness. Most owners appreciate features that directly address specific problems, such as blind spots when reversing. However, other ADAS features are often inadequate, and owners feel they can get by without them. This is particularly evident with active driver assistance, as the hands-on-the-wheel version is among the lowest-rated ADAS technologies, with a low usefulness score (7.61 on a 10-point scale). The hands-free, more advanced version of this technology does not significantly change the user experience, as evidenced by a usefulness score of 7.98, which is due to the feature not solving a known problem.
• Owners see no value in passenger screens: Automakers are expanding their range of vehicles with passenger displays, despite the fact that the feature is considered “not necessary” by vehicle owners. Many owners rate the technology negatively, citing usability issues. Perhaps the technology would be viewed more positively if the passenger seat was used more often, but only 10% of vehicles carry passengers in the front seat on a daily basis. In addition, the addition of a second screen adds complexity to the vehicle delivery process, as it is difficult for dealers to teach new owners how to use the primary infotainment screen, let alone a second one.
• Tesla could lose its technological lead: In the past, Tesla owners have expressed enthusiasm for the brand’s technology and rated their vehicles highly, often disregarding quality concerns. But as Tesla’s customer base grows beyond tech-hungry early adopters, that trend is waning, with this year’s results showing a shift toward lower satisfaction with some problematic technologies, such as direct driver monitoring (score 7.65).

Top-ranking brands

genesis For the fourth year in a row, it has the highest overall ranking and the highest ranking among premium brands in terms of innovation with a score of 584 (on a 1,000-point scale). In the premium segment Lexus (535) is in second place and BMW (528) takes third place.

Hyundai With a score of 518, it ranks first in innovation among mass market brands for the fifth year in a row. Kia (499) is in second place and GM (439) takes third place.

Winner of the Advanced Technology Award

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 the 31 technologies classified as advanced are worthy of an award.

• Toyota Sequoia is the mass market model that receives the Convenience Award for its camera rearview mirror technology. The premium segment in this category is not eligible for an award.
• Genesis GV70 is the premium model that receives the Emerging Automation Award for Front Cross Traffic Alert. Kia Carnival is the mass-market model that receives the Emerging Automation Award, also for front cross-traffic warning.
• BMW iX receives the award for energy and sustainability in the premium segment for one-pedal driving. The mass market segment in the energy and sustainability category is not eligible for an award.
• BMWX6 receives the award for infotainment and connectivity in the premium segment for the phone-based digital key. Hyundai Santa Fe receives the award for infotainment and connectivity in the mass market segment, also for the phone-based digital key.

The 2024 U.S. Tech Experience Index (TXI) study is based on responses from 81,926 owners of new 2024 model year vehicles surveyed after 90 days of ownership. The study was conducted from July 2023 to May 2024 and is based on vehicles registered from April 2023 to February 2024.

The US Tech Experience Index (TXI) study complements the annual JD Power US Initial Quality Study ^SM (IQS) and the JD Power US Automotive Performance, Execution and Layout (APEAL) study ^SM by measuring how effectively each car brand brings new technologies to market. The US Tech Experience Index (TXI) study combines the level of new technology adoption for each brand with excellence in implementation. The implementation measure looks at how much owners like the technologies and how many problems they have using them.