JD Power Survey: Car Owners Prefer Inconspicuous Tech Over Complex Features

Consumer Preferences in Automotive Technology

A recent survey by JD Power, involving 68,084 owners of new 2026 model-year vehicles, found that car owners prefer technology they can largely ignore. The survey assessed 40 automotive technologies across categories including comfort, convenience, connected vehicles, driver assist, electric vehicles, and smart vehicles.

High Satisfaction for Inconspicuous Features

Features that scored highest in satisfaction were those that were inconspicuous and required minimal driver interaction. Examples include smart ignition, which automatically starts and turns off the vehicle based on driver actions, and smart HVAC systems, which use AI to adjust cabin environments. Smart ignition, in particular, had the highest overall satisfaction with only 2.4 problems per 100 vehicles.

Low Satisfaction for Superfluous Tech

Conversely, features perceived as superfluous or overly complex received low satisfaction ratings. Passenger screens, extra screens embedded in the dash for passengers, were among the lowest-rated, with over one-third of owners reporting they never used them. Only 6 percent of owners with passenger screens used them every time they drove.

Hands-free driving systems, also known as Level 2 Plus automation (e.g., Tesla's Full Self-Driving, Ford's BlueCruise, GM's Super Cruise, Mercedes' Drive Pilot), also showed room for improvement in customer satisfaction. These systems allow for hands-free driving on specific roads, unlike Level 2 systems that require hands on the wheel.

Implications for Automakers

Doron Hikry, director of customer success at JD Power, stated that automakers should prioritize technology that simplifies driving rather than complicating it. The survey results suggest that features solving real problems without adding effort or stress for the driver are the most appealing to customers.