JD Power Survey Reveals In-Car Tech Drivers Don’t Want

Advanced car technology meets mixed reception: A recent JD Power Tech Experience Survey reveals that while some new automotive technologies are appreciated by drivers, many are perceived as unnecessary or even problematic.

• The survey measures problems encountered and user experience with advanced technologies as they first enter the market.
• JD Power emphasizes that advanced technology in cars needs to solve real problems, and too much tech often fails to meet this criterion.

ADAS systems: A tale of two receptions: Advanced Driver Assistance Systems (ADAS) have generally been well-received by drivers, but partially automated driving systems have scored poorly in terms of perceived usefulness.

• Blind spot monitoring, an ADAS feature, is appreciated for solving a real problem.
• However, systems that partially automate driving tasks, including the most advanced hands-free systems, have low perceived usefulness.
• This finding aligns with recent data from the Insurance Institute for Highway Safety, which showed that partial automation did not make cars any safer.

Infotainment overload: The trend of adding more screens to vehicle interiors, particularly passenger-side displays, has been met with criticism from both industry experts and consumers.

• Passenger screens, separate from the main infotainment display, are negatively reviewed by many owners.
• JD Power notes that dealers already struggle to teach new owners how to use the primary infotainment screen, let alone an additional one.
• The “hyperscreen” trend, featuring multiple displays under a single sheet of glass, has been criticized as excessive.

Solving non-existent problems: Several new technologies have been identified as unnecessary or problematic by the survey respondents.

• Facial recognition, fingerprint scanners, and gesture control systems are cited as examples of technology solving non-existent problems.
• These features often create more inconvenience than convenience, with gesture controls potentially causing accidental changes to vehicle settings.

AI-based features gain traction: Not all new technologies are viewed negatively, with some AI-powered features quickly gaining popularity among users.

• Smart climate control systems are highlighted as an example of AI-based technology that has been well-received by consumers.

Impact on automotive R&D: The JD Power survey is designed to help automakers make informed decisions about their research and development investments.

• The findings suggest that manufacturers should focus on technologies that solve real problems and enhance the user experience.
• Kathleen Rizk, senior director at JD Power, emphasizes the importance of a strong advanced tech strategy for vehicle manufacturers.

Broader implications for the automotive industry: The survey results highlight the ongoing challenge for automakers to balance innovation with practicality and user experience.

• As technology continues to evolve rapidly, car manufacturers must carefully consider which features truly add value for consumers.
• The findings may lead to a more targeted approach in implementing new technologies, potentially resulting in more user-friendly and practical vehicle designs in the future.