New cars today are filled with a plethora of technology and safety features, but is more always better for buyers? J.D. Power’s 2024 U.S. Tech Experience Index Study found that the abundance of features in new vehicles can be divisive among owners, with some appreciating the tech while others find it frustrating.
The study ranks vehicle features based on a “problems per 100 vehicles” (PP100) scale. Gesture controls, for example, received a PP100 of 43.4, with 21 percent of owners stating that the feature lacks functionality. Similarly, hands-free driving assistance systems were criticized for their lack of utility, including more advanced versions of these systems.
Despite this, some advanced driver assistance systems (ADAS) received positive ratings. Features like blind spot monitoring, which serve a specific purpose while driving, were well-received by owners compared to more complex innovations they may not fully understand.
Passenger display screens, however, did not fare as well in the study. Many owners deemed them “not necessary,” and dealers struggled to educate buyers on how to use the screens effectively, as only a small percentage of vehicles regularly carry front passengers.
Even Tesla, known for its cutting-edge technology, faced challenges in this year’s study as it expanded its customer base beyond early adopters. Some of the company’s features, such as the direct driver monitoring system, caused issues for owners.
J.D. Power’s study, which gathered responses from nearly 82,000 owners of 2024 model-year vehicles, also introduced a new return on investment analysis. This analysis aims to assist automakers in determining the most beneficial tech features for new vehicle models.
Mixed Reactions to Tech Features
Owners of new vehicles had mixed reactions to the technology features in their cars, as revealed by J.D. Power’s 2024 U.S. Tech Experience Index Study. While some appreciated the advanced driver assistance systems (ADAS) like blind spot monitoring, others found features such as gesture controls and passenger display screens to be frustrating or unnecessary. Automakers may need to strike a balance between innovation and practicality to meet the varying preferences of their customers.
Challenges with Educating Owners
One of the challenges identified in the study was the lack of education provided to owners on how to effectively use the technology features in their vehicles. Passenger display screens, which were deemed unnecessary by many owners, may benefit from better guidance from dealers on their functionality. As cars become increasingly tech-savvy, it is essential for automakers and dealers to ensure that customers understand and can utilize the features available to them.
Tesla’s Growing Pains
Even tech-forward automakers like Tesla are facing growing pains as they expand their customer base. While Tesla has been at the forefront of innovative features, some of their technologies received lower ratings in this year’s study. As the company targets a broader audience, it will be crucial for them to address any issues identified by owners and continue to enhance the overall tech experience in their vehicles.
Implications for Automakers
J.D. Power’s study not only provides valuable insights for owners but also offers guidance for automakers in determining the most effective tech features for new vehicle models. By analyzing the return on investment of different technologies, manufacturers can prioritize features that are well-received by customers and enhance the overall driving experience. As the automotive industry continues to evolve, understanding consumer preferences and adapting to changing tech trends will be key to remaining competitive in the market.
Conclusion
While new cars come equipped with a myriad of tech features, the key lies in striking a balance between innovation and practicality to meet the diverse preferences of owners. Educating customers on how to effectively use these features is essential, as highlighted by the study’s findings. As automakers navigate the evolving landscape of automotive technology, leveraging consumer feedback and prioritizing customer satisfaction will be crucial in shaping the future of the industry.