Drivers Diss Technology In New J.D. Power Study

Well automakers won’t be too excited about this new technology study. Despite the fact they’re spending billions rigging their lineups with new connected technology, drivers aren’t all on board. In fact, many could care less about some of it, at least according to a new J.D. Power survey. It studied 33 technologies and found that about 20 percent of drivers have not even used 16 of them. 

The J.D. Powers 2015 Driver Interactive Vehicle Experience (DrIVE) Report surveyed over 4,200 car owners within the first 90 days of owning their new car. The drivers surveyed report “never using” in-vehicle concierge at 43 percent, mobile routers at 38 percent, automatic parking systems at 35 percent, head-up display at 33 percent, and built-in apps at 32 percent.

The report also finds that there are 14 technology features that 20 percent of drivers could care less about, and don’t even want in their next vehicle. These unwanted features include some of the most hyped up such as Apple CarPlay, Android Auto, and in-vehicle voice texting.

The survey included Generation Y drivers and found that among this group the percentage jumps from 20 to 23 percent of drivers who specifically don’t want technologies related to entertainment and connectivity systems.

The report says that certain technology features were rejected because drivers didn’t find them useful and only got because them because they came as part of a package.

“In many cases, owners simply prefer to use their smartphone or tablet because it meets their needs; they’re familiar with the device and it’s accurate. In-vehicle connectivity technology that’s not used results in millions of dollars of lost value for both consumers and the manufacturers,” says Kristin Kolodge, executive director of driver interaction and HMI research at J.D. Power.

The report also found that drivers who didn’t learn how to use the technology before they left the dealership were even less likely to use it, or even know it existed.

“The first 30 days are critical. That first-time experience with the technology is the make-it-or-break-it stage. Automakers need to get it right the first time, or owners will simply use their own mobile device instead of the in-vehicle technology,” says Kolodge.

What drivers did seem to want is safety and enhanced driving features such as vehicle health diagnostics, blind-spot warning and detection, and adaptive cruise control.

Photo Credit: Hyundai
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