Summary
- J.D. Power surveyed car buyers about tech features they like and dislike
- Consumers are not interested in features like passenger screens or facial recognition
- Hands-off highway-driving systems like Super Cruise and BlueCruise are not popular with consumers
- Consumers prefer driver aids like reverse automatic emergency braking and blind-spot cameras
- Smart climate control and artificial intelligence-based features are becoming popular in vehicles
Article
Car Buyers Prefer Practical Tech Features
According to a survey conducted by J.D. Power, car buyers are not necessarily impressed by the latest high-tech features that car companies are including in new vehicles. The study, which involved more than 80,000 new-car buyers, revealed that consumers don’t see much value in passenger screens, fingerprint readers, or facial recognition technology. Instead, they prefer practical features such as blind-spot monitoring and smart climate control systems. This indicates that car companies are still trying to figure out what kind of technology truly resonates with consumers.
Car Companies Striving to Compete with Tech Giants
In an effort to compete with tech companies like Tesla, car manufacturers are loading their vehicles with more advanced tech features than ever before. However, a recent study by J.D. Power suggests that they may not be hitting the mark with some of these features. Many drivers report being annoyed by lane-keeping systems, clunky infotainment screens, and other tech-related issues. The survey results highlight the fact that the automotive industry is still in the process of understanding which tech features are essential to consumers and which ones are more likely to cause frustration.
Passenger Screens and Gesture Controls Falling Flat
According to J.D. Power, features like passenger screens and gesture controls are not resonating with consumers. Only 10% of vehicles have a person in the front seat on a daily basis, making passenger screens a low-value addition for many drivers. Gesture controls, which allow users to adjust settings by swiping or twirling their finger in the air, are also facing criticism for being problematic and lacking functionality. Additionally, features like fingerprint readers and facial-recognition systems are seen as attempting to solve a problem that drivers didn’t know they had.
Consumer Attitudes Toward Hands-Off Driving Systems
Despite the increasing popularity of hands-off highway-driving systems like General Motors’ Super Cruise and Ford’s BlueCruise, consumers don’t necessarily view them as significantly more useful than hands-on versions of the same features. While some drivers appreciate the convenience of these systems, others may be hesitant to fully adopt them due to a lack of perceived benefit. However, as drivers become more comfortable with hands-off driving aids over time, acceptance of these technologies may grow.
Embracing Driver Aids and Smart Climate Control
On the other hand, consumers seem to embrace driver aids like reverse automatic emergency braking and blind-spot cameras, as these features address known safety concerns. Smart climate control systems, which automatically adjust settings based on environmental conditions, are also well-received by drivers. Kathleen Rizk of J.D. Power expects that artificial intelligence-based features like smart climate control will become more prevalent in future vehicles as technology continues to advance.
Leading Brands in Tech Innovation
For car buyers seeking the latest in tech features, brands like Tesla, Rivian, and Genesis are considered to be at the forefront of innovation. These brands ranked highest in J.D. Power’s assessment of tech innovation, showcasing their commitment to incorporating advanced technologies into their vehicles. While other brands may also offer innovative features, these top performers have set themselves apart in terms of tech integration. As the automotive industry continues to evolve, it will be interesting to see how consumer preferences for tech features evolve as well.
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