Automakers and their integration of advanced technologies have been put under the spotlight in J.D. Power’s 2024 Tech Experience Index Study. The study sought to understand which tech features were causing headaches for new car owners and which ones were truly valued. The findings revealed a stark contrast in how automakers approached and implemented advanced tech features.
J.D. Power ranked the problems faced by owners with new tech features using a scale called “problems per 100 vehicles” (PP100). Based on this ranking, automakers were given a total score out of 1,000. In the premium brands category, Genesis emerged as the leader, while Hyundai took the top spot in the mass-market brands category.
Lexus and BMW followed closely behind in the premium brands category, while Kia and GMC secured second and third places respectively in the mass-market brands category. These rankings highlight the varying levels of success that automakers have had in integrating advanced technologies into their vehicles.
According to J.D. Power’s director of user experience benchmarking and technology, a strong advanced tech strategy is crucial for all vehicle manufacturers. He also emphasized that while many innovative technologies are meeting customer needs, there are some technologies that owners find either useless or continuously annoying.
To further understand the specific tech features causing frustration or delight among new car owners, J.D. Power divided 40 automotive technologies into four categories: Convenience, emerging automation, energy and sustainability, and infotainment and connectivity.
In the convenience category, the Toyota Sequoia stood out with its rearview mirror camera system, earning it a convenience award. The Genesis GV70 and the Kia Carnival garnered recognition in the emerging automation category for their front cross-traffic warning systems. In the energy and sustainability category, the BMW iX was acknowledged for its one-pedal driving systems in the premium segment. Lastly, the BMW X6 and Hyundai Santa Fe were recognized for their phone-based key systems, earning them awards in the infotainment and connectivity category.
To gather these insights, J.D. Power surveyed a total of 81,296 new-vehicle owners who had made a purchase within the last 90 days. It’s worth noting that J.D. Power conducts multiple studies each year, including the U.S. Tech Experience Index Study, the U.S. Automotive Performance, Execution, and Layout Study (APEAL), and the U.S. Initial Quality Study (IQS).
The Tech Experience Index Study provides important insights for both automakers and consumers. It highlights the areas where automakers have excelled in implementing advanced technologies and where improvements are needed. As technology continues to shape the automotive industry, it is crucial for automakers to prioritize a seamless and user-friendly tech experience to meet customer demands and expectations. By addressing the pain points and refining the features that truly add value, automakers can deliver a more satisfying driving experience and establish themselves as industry leaders.
