J.D. Power, recognized as a leader in consumer surveys and market insights, has unveiled findings from a new study examining user experience (UX) with in-car technology. The results reaffirm well-known preferences among vehicle owners regarding the technology features they appreciate and those they find less useful. For instance, features such as gesture control and screens for passengers continue to receive negative feedback.
The 2024 U.S. Tech Experience Index (TXI) Study, carried out from July 2023 to May 2024, surveyed over 81,000 buyers of 2024 model-year vehicles who had owned their cars for at least 90 days.
To evaluate the return on investment (ROI) for various technologies from automakers, the responses were categorized into three segments: must-have, nice to have, and unnecessary. For example, front passenger infotainment and gesture control did not rank as essentials.
The survey revealed that many respondents view front passenger displays as “unnecessary.” During the vehicle delivery process, the addition of extra screens can complicate things. New owners may already struggle to navigate the primary infotainment screen and digital driver information displays. Adding another (touch)screen that doesn’t assist the driver only adds to the confusion. Furthermore, only 10 percent of drivers have a front passenger with them on a daily basis, meaning the extra screen isn’t being utilized. Additionally, most individuals already carry a touchscreen device they are comfortable using.
There were positive points, too. Technologies powered by artificial intelligence (AI) received praise, particularly for smart features like climate control and driver settings. However, technologies reliant on recognition, such as fingerprint scanners and gesture controls, were often seen as frustrating.
Gesture control has been particularly problematic, with an average of 43.4 issues reported per 100 vehicles. Additionally, 21 percent of owners indicated that this technology lacks proper functionality. While some drivers may enjoy the concept, those who prefer traditional interaction methods are often frustrated. Dissatisfaction regarding gesture control isn’t a recent development; complaints have emerged over the years.
An unexpected finding from the survey revealed that owners are largely neutral towards advanced driver assistance systems (ADAS), especially regarding hands-free self-driving features. While safety technologies that meet specific needs—such as blind spot monitoring and rearview cameras—are held in high regard, owners seem less enthusiastic about technologies that do not address a clear problem.
When it comes to active driving assistance, owners generally prefer to take the wheel themselves. Furthermore, while hands-on ADAS features received somewhat favorable opinions, they did not garner overwhelming approval compared to hands-off solutions. The findings suggested that users are not dismissing the technologies, but rather, they find them ineffective in resolving real-life issues.
The main takeaway here is that vehicle owners are not opposed to new technology; they want innovations that offer real benefits and are straightforward to use. However, if automakers continue to push features that do not align with actual needs, they should brace for backlash. After all, screen fatigue is a genuine concern, and many people still prefer traditional buttons over touchscreens.
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