Top Tech Features, Brands, and Models

As automakers continue to push the boundaries of innovation, not all cutting-edge technologies are hitting the mark with customers.

The 2024 J.D. Power U.S. Tech Experience Index (TXI) Study reveals a stark divide between the car tech features buyers can’t live without and those they wish automakers would toss out.

Let's look at some of the brands and models hitting the bullseye, and uncover what’s driving smiles and what’s driving users up the wall.

👍 Most Wanted Tech Features:

• AI-Based Smart Climate Control – Highly popular among owners who have used it, indicating strong demand for more intelligent, user-friendly climate control systems.

• Front Cross Traffic Warning – Recognized with awards for both premium (Genesis GV70) and mass market (Kia Carnival) segments, customers see this as an important and effective feature for enhancing safety.

• Camera Rear-View Mirror – Awarded in the mass market segment (Toyota Sequoia) due to its practical, visibility-enhancing .

• Phone-Based Digital Key – Awarded in both premium (BMW X6) and mass market (Hyundai Santa Fe) segments, reflecting its convenience and growing popularity among car owners.

• One-Pedal Driving (aka Regenerative Braking) – Recognized for its innovation in the premium segment (BMW iX), highlighting its appeal in the context of energy efficiency and ease of use.

👎 Least Wanted Tech Features:

• Interior Gesture Controls – High number of problems reported (43.4 problems per 100 vehicles). Plus, 21% of owners report this feature lacking in functionality, making it a low-value investment for buyers.

• Passenger Display Screen – With only 10% of vehicles actually carrying front-seat passengers on the daily, this feature is classified as "not necessary" by many owners. Like, who doesn't already have a phone or a tablet to glue their face to when they're a passenger in a car?

• Active Driving Assistance (Hands-On and Hands-Free) – Both versions of this technology have low perceived usefulness (scores of 7.61/10 for hands-on and 7.98/10 for hands-free). It seems most drivers want to maintain all the control while driving.

• Facial Recognition and Fingerprint Reader – These recognition technologies are least popular among buyers due to privacy and tracking concerns.

Takeaways for Dealerships

• Technology Overload – Customers can feel easily overwhelmed by features that seem unnecessary or overly complex. Dealerships may want to focus on educating buyers about the most valuable and user-friendly technologies, rather than trying to sell every advanced feature.

• Emphasize Practical Features – Since many customers prefer hands-on tech for specific tasks (e.g., blind spot monitoring), dealerships may want to lean into more practical features.

• Highlight Award-Winning Technologies – These awards can serve as a strong selling point. Vehicles equipped with notable technologies, such as the Toyota Sequoia’s camera rear-view mirror or BMW X6’s digital key, can be highlighted in promotions.

• Understand the OI of Tech Features – The categorization of technologies into "must have," "nice to have," and "not necessary" can help dealerships better align their inventory and sales strategies with what customers actually value.

Let us know in the comments:
💬 Which car tech feature do you think is the most overrated? 💬