Genesis, Lexus, BMW, and Hyundai rank highest in customer satisfaction for tech experiences, according to J.D. Power survey
The 2024 U.S. Tech Experience Index (TXI) Study, based on responses from 81,926 owners of new 2024 model-year vehicles, has shed light on the expectations and perceptions of vehicle owners regarding advanced vehicle technologies.
Active Driving Assistance Falls Short
Active driving assistance systems, a key component of modern vehicles, have been ranked among the lowest-rated Advanced Driver Assistance Systems (ADAS) technologies due to a low perceived usefulness score. Many owners remain indifferent to the value of these systems, preferring hands-on tech that directly addresses specific concerns.
Premium and Mass Market Brands Recognised for Innovation
In the premium segment, Genesis ranks highest overall and highest among premium brands for innovation, with a score of 584. Lexus follows closely behind with a score of 535, while BMW ranks third with a score of 528. In the mass market segment, Hyundai takes the lead with a score of 518, followed by Kia with a score of 499 and GMC with a score of 439.
Tesla's Tech Edge Challenged
Tesla, a brand known for its technological prowess, achieved the highest innovation scores among premium brands, particularly excelling in software, user experience, AI-driven assistance systems, and digital product development. However, this year's results show a shift to lower satisfaction across some problematic techs such as direct driver monitoring, suggesting that Tesla might be losing its tech edge.
Awards for Infotainment, Connectivity, Energy, and Convenience
The Hyundai Santa Fe and BMW X6 received awards for infotainment and connectivity in their respective segments for phone-based digital key. The Toyota Sequoia and the Kia Carnival were recognised for their convenience features, with the Sequoia receiving the award for its camera rear-view mirror technology and the Carnival for its front cross traffic warning. The BMW iX was awarded for energy and sustainability in the premium segment for one-pedal driving.
Smart Climate Control Praised, Recognition Technologies Criticised
Smart climate control technology has been positively received by vehicle owners, while recognition technologies like facial recognition, fingerprint reader, and interior gesture controls have been criticised for lack of functionality and usability issues. Owners do not see value in passenger screens, classifying them as "not necessary" and negatively reviewing them due to usability issues.
Complexity in Vehicle Delivery Process
The addition of a second screen to vehicles adds complexity to the vehicle delivery process, making it difficult for dealers to teach new owners how to use it. Only 10% of vehicles carry front-seat passengers daily, which might be a factor in the negative perception of the passenger display screen.
ROI Analysis to Align Technology Strategy with Customer Expectations
J.D. Power has developed a return on investment (ROI) analysis as part of the TXI findings to help automakers better align their technology strategy with customer expectations. The study categorises technologies into three categories: must-have, nice to have, and not necessary.
In conclusion, the 2024 U.S. Tech Experience Index (TXI) Study suggests that some advanced vehicle technologies are not meeting owner expectations. While there are areas for improvement, the study also highlights the importance of prioritising technologies that directly address the concerns and needs of vehicle owners.
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