## Are new car features overwhelming for buyers?
The automotive industry has seen a rapid increase in the incorporation of technology and safety features in new vehicles. While these advancements aim to enhance the driving experience, a recent study conducted by J.D. Power highlights a polarizing trend among car owners. The 2024 U.S. Tech Experience Index Study reveals that the abundance of features can be overwhelming for buyers, with some praising the technology while others find it frustrating.
The study ranks vehicle features on a “problems per 100 vehicles” (PP100) scale. Surprisingly, gesture controls received a score of 43.4 PP100, with 21 percent of owners stating that the feature lacks functionality. This new metric introduced by J.D. Power sheds light on the challenges faced by owners when utilizing gesture controls. Similarly, hands-free driving assistance systems, despite being touted as innovative, received low scores for usefulness. Even more advanced versions of these systems did not fare much better in the study.
However, it’s not all bad news for automotive technology. The study found that certain advanced driver assistance systems, such as blind spot monitoring, received favorable ratings from owners. These features address specific needs while driving and are easier for owners to understand and appreciate.
One particular technology that did not resonate well with owners is passenger display screens. Many respondents deemed these screens as “not necessary.” Automakers have been keen on incorporating more screens in higher-end models, but with only 10 percent of vehicles regularly having front passengers, educating owners on how to use these displays has become a challenge for dealers.
Even Tesla, known for being one of the most tech-forward automakers, is facing its share of hurdles as it expands its customer base. Some of Tesla’s features experienced a decline in ratings, such as the direct driver monitoring system, which has caused issues for owners.
To conduct this study, J.D. Power collected responses from nearly 82,000 owners of 2024 model-year vehicles within 90 days of their purchase. In addition to rankings, the organization introduced a new return on investment analysis, which will help automakers determine the most effective tech features for new vehicle models.
While advancements in automotive technology are exciting, it is crucial for automakers to strike a balance between innovation and usability. This study serves as a reminder that not all features resonate with buyers and that understanding their needs and preferences is key. By focusing on features that address specific driving needs and investing in user education, automakers can create a more satisfying and seamless tech experience for their customers.