Genesis ranks highest overall for tech innovation, finds J.D. Power

Hyundai is the highest-ranking mass-market brand. However, the newest vehicle technologies are going unused, and many owners don’t intend to ever use them, according to analysis in the 2021 U.S. Tech Experience Index (TXI) Study.
While new vehicle technology is a leading reason why buyers choose one vehicle over another, many new vehicles are equipped with some features that they want no part of, according to the J.D. Power 2021 U.S. Tech Experience Index (TXI) Study released last week. This ends up being costly to automakers and buyers.

“New-vehicle prices are at an all-time high, partly as a result of an increased level of content,” said Kristin Kolodge, Executive Director of Human-machine Interface at J.D. Power. “This is fine if owners are getting value for their money, but some features seem like a waste to many owners.”

The study finds that, for more than one in three advanced technologies, fewer than half of owners have used the technology in the first 90 days of ownership. Non-users most often say they don’t need these technologies.

For example, 61% of owners say they have never used the in-vehicle digital market technology, and 51% of those saying they have no need for it. Owners feel similarly about the driver/passenger communication technology, with 52% saying they have never used the technology, and 40% of those saying they have no need for it.

When technology is effectivel
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