Car Owners Prefer Unobtrusive Technology, Survey Finds
Source Summary
A JD Power survey of 68,084 owners of 2026 model-year vehicles found that the automotive technologies rated most highly are those that operate inconspicuously, contrary to automakers' trend of adding large screens and complex software. The survey evaluated 40 technologies across comfort, connectivity, driver assistance, electric vehicles, and smart vehicle features after 90 days of ownership. Car owners increasingly express frustration with glitchy software and oversized displays, preferring features that function reliably without demanding attention.
Why it matters
The survey reveals a significant disconnect between automaker priorities and consumer preferences, suggesting that industry investment in visible technology features may not align with what drivers actually value.
