A new study from JD Power suggests that automakers may be overestimating the appeal of flashy in-car technology.
The 2026 U. S.
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Tech Experience Index (TXI) surveyed 68,084 owners of new 2026 model-year vehicles after 90 days of ownership.
The study examined 40 technologies, covering comfort, convenience, connectivity, driver assistance, EVs, and smart vehicle features. Surprisingly, simple features that work seamlessly scored highest in owner satisfaction.
Smart ignition, which automatically starts and stops the vehicle without needing a key, delivered the highest overall satisfaction with just 2.4 problems per 100 vehicles.
Smart climate control also performed well, generating relatively few complaints.
Passenger Screens Fail to Impress
In contrast, passenger screens—often optional and showcased at new-car debuts—fared poorly.
They recorded 21.3 problems per 100 vehicles, and 35% of owners admitted they never even tried using them.
Only 6% reported using the passenger display every time they drove.
More advanced driver assistance systems didn't automatically lead to happier owners either.
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Conventional Level 2 systems requiring hands on the wheel beat more advanced Level 2+ hands-free systems in execution and overall experience, despite the latter having slightly fewer reported problems.
Cadillac and Hyundai Lead Rankings
Despite the grumbling, there were winners.
Cadillac topped the premium innovation rankings with 641 points out of 1,000, ahead of Genesis at 559 and BMW at 524.
Hyundai scored 524 to win the mass-market category for the seventh consecutive year, with GMC and Kia tied behind at 470.
Individual awards reinforced the theme.
Camera mirrors won for the Cadillac Escalade and Toyota Tundra, while blind-spot cameras, digital keys, one-pedal driving, and an EV charging scheduler also collected trophies.
None sounds especially sci-fi, and perhaps that's the point.
Drivers don't hate technology; they just prefer the kind that quietly makes life easier.
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This poses a challenge for automakers and marketers who need to convince customers to upgrade to the latest gadgets.
