Consumers in the United States are leaning more towards Artificial Intelligence-based technologies, but automakers may not have the best strategy for this.
That is according to J.D. Power, which recently released its 2024 U.S. Tech Experience Index (TXI) Study that focuses on the user experience with advanced vehicle technologies as they come to market. The company’s report found that, while owners have praised some advanced features, they found others to be lackluster.
“A strong advanced tech strategy is crucial for all vehicle manufacturers, and many innovative technologies are answering customer needs,” said Kathleen Rizk, Senior Director of User Experience Benchmarking and Technology at J.D. Power, in a statement.
However, technologies such as facial recognition, fingerprint reading, and interior gesture controls are considered less successful with consumers, as they attempt to solve a problem that owners were not aware they had. For example, J.D. Power said vehicle owners highlighted that interior gesture controls can be problematic (43.4 problems per 100 vehicles), while 21% of these owners also said the technology lacks functionality.
To help manage the issue, J.D. Power said it has developed a return on investment (ROI) analysis. It’s part of the TXI findings to use advanced data science to cluster individual technologies into three categories: must have, nice to have, and not necessary.
“…This year’s study makes it clear that owners find some technologies of little use and/or are continually annoying,” said Rizk in a statement. She also noted that J.D. Power’s ability to calculate the return on investment for individual technologies is “a major step in enabling carmakers to determine the technologies that deserve the most attention, while helping them ease escalating costs for new vehicles.”
Key findings point to a continued preference among consumers for hands-on tech, a view that passenger screens have no value, and that Tesla might be losing its tech edge.
