Car owners want tech they can ignore
A new JD Power survey indicates that car owners prefer inconspicuous, automated technology over complex, interactive features like passenger screens. Drivers prioritize features that simplify the driving experience without requiring active attention.
Why it matters
This shift in consumer preference challenges the current automotive industry trend of adding increasingly complex digital interfaces to new vehicle models.
Automakers keep shoving more tech into their cars, despite evidence that consumers are increasingly fed up with huge screens and glitchy software. In fact, the features that car owners appreciate the most happen to be the ones they barely notice, according to the latest tech survey from JD Power.
The consumer research firm surveyed 68,084 owners of new 2026 model-year vehicles after 90 days of ownership. The survey touched on 40 automotive technologies covering comfort and convenience; connected vehicles; driver assist; electric vehicles; and smart vehicles.
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