Vehicle owners are not fans of every technology feature that comes with their vehicle, a new J.D. Power 2024 U.S. Tech Experience Index Study finds.

Recognition technologies such as facial recognition, fingerprint readers, and interior gesture controls fall out of favor, a news release on the study says.

For example, owners said gesture controls can be problematic (43.4 problems per 100 vehicles). Twenty-one percent of the owners also said the technology lacks functionality.

“These performance metrics, including a lack of perceived usefulness, result in this technology being considered a lost value for any automaker that has invested millions of dollars to bring it to market,” the release says.

A return on investment (ROI) has been added to the study that includes three categories: must-have, nice to have, and not necessary, the release says.

“A strong advanced tech strategy is crucial for all vehicle manufacturers, and many innovative technologies are answering customer needs,” said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power, in the release. “At the same time, this year’s study makes it clear that owners find some technologies of little use and/or are continually annoying. J.D. Power’s ability to calculate the return on investment for individual technologies is a major step in enabling carmakers to determine the technologies that deserve the most attention while helping them ease escalating costs for new vehicles.”

The study found drivers still prefer hands-on tech, the release says.

“Despite the increasing availability of advanced driver assistance systems (ADAS), many owners remain indifferent to their value,” the release says. “Most owners appreciate features that directly address specific concerns, such as visual blind spots while backing up. However, other ADAS features often fall short, with owners feeling capable of handling tasks without them.”

Active driving assistance received a low perceived usefulness score of 7.61 on a 10-point scale, the release says. It says a more advanced hands-free version also scored 7.98.

Owners also don’t find passenger screens necessary, according to the study.

“The tech is negatively reviewed by many owners who point to usability issues,” the study said. “Perhaps the technology would be viewed more favorably if the front passenger seat was used more frequently, but only 10% of vehicles carry front-seat passengers daily.”

The survey results add it is difficult for dealers to teach new owners how to use the infotainment screen.

Tesla drivers also had lower satisfaction with some of its vehicle tech including direct driver monitoring (7.65).

“Historically, Tesla owners have expressed enthusiasm for the brand’s technology and rated their vehicles highly, often overlooking quality concerns,” the release says.

Genesis ranks the highest overall (584 on a 1,000-point scale) and the highest among premium brands for innovation for a fourth consecutive year, the release says. Lexus (535) ranks second followed by BMW (528) for premium brands.

Hyundai (518) ranked highest for mass market brands with Kia (499) ranked second followed by GMC (439).

Automotive technologies were analyzed on convenience, emerging automation, energy, and sustainability.

The Toyota Sequoia, in the mass market category, received the convenience award for its camera rearview mirror technology. There was not an award given in the premium segment.

Genesis GV70 received the emerging automation award for front cross-traffic warning for the premium models. Kia Carnival received the award for its front cross-traffic warning in the mass market category.

BMW iX received the award for energy and sustainability in the premium segment for one-pedal driving. There was not an award given in the mass market segment.

BMW X6 received the award for infotainment and connectivity in the premium segment for phone-based digital key. Hyundai Santa Fe received the award in the mass market segment, also for a phone-based digital key.

The study is based on responses from 81,926 owners of new 2024 model-year vehicles, the release says. The owners were surveyed after 90 days of ownership. The study was fielded from July 2023 through May 2024 and was based on vehicles registered from April 2023 through February 2024.

IMAGES

Featured image courtesy of metamorworks/iStock 

Graph courtesy of J.D. Power.