While new-vehicle technology is a leading reason why buyers choose one vehicle over another, many new vehicles are equipped with some features that they want no part of, according to the J.D. Power 2021 U.S. Tech Experience Index (TXI) Study.
“New-vehicle prices are at an all-time high, partly as a result of an increased level of content,” said Kristin Kolodge, executive director of human machine interface at J.D. Power. “This is fine if owners are getting value for their money, but some features seem like a waste to many owners.”
The study finds that, for more than one in three advanced technologies, fewer than half of owners have used the technology in the first 90 days of ownership. Non-users most often say they don’t need these technologies. For example, 61 percent of owners say they have never used the in-vehicle digital market technology, and 51 percent of those saying they have no need for it. Owners feel similarly about the driver/passenger communication technology, with 52 percent saying they have never used the technology, and 40 percent of those saying they have no need for it.
When technology is effectively executed in a vehicle, it positively influences an owner’s decision to purchase another vehicle equipped with that technology, the report said. The highest execution scores in the study are for camera rear-view mirror and ground-view camera, both of which are ranked among the top three by owners wanting them on their next vehicle.
“J.D. Power has a wealth of transactional data showing that automakers suffer a hit to profits and sales velocity if they build the wrong mix of features on their vehicles,” Kolodge said. “The TXI research quantifies the benefits when there is alignment between what owners truly want and what the automakers produce.”
Some technologies make driving experience better, while others do not: Many owners indicate poor performance with interior gesture controls technology, which responds to hand motions instead of touch. Owners of this feature indicate an extremely high 41 problems per 100 vehicles (PP100). This technology also has the lowest overall satisfaction score in the study for a second consecutive year. In contrast, one-pedal driving technology offered in some electric vehicles receives very high satisfaction levels and owners cite relatively few problems (8 PP100).
For more information about the U.S. Tech Experience Index (TXI) Study, click here.
