Modern cars today can boast a wide range of features, from driver assistance and connectivity to entertainment and automation, to the point that owners may need days, even weeks, to get used to them all. However, a large number of features does not necessarily mean that all of them provide commensurate value during use.
According to the 2015 JD Power Driver Experience (DrIVE) study, at least 20% of new car owners reported not using 16 of the 33 technologies surveyed within the first 90 days of owning their vehicle. The most overlooked features included: in-car assistance services, Wi-Fi hotspots, automatic parking systems, head-up displays (HUDs), and integrated apps.
Automated parking systems: Impressive technology, but not necessarily convenient.
Automated parking systems are one of the most eye-catching features when buying a car. The car can automatically turn the steering wheel to guide the vehicle into a parking space, while the driver simply follows the instructions. This is especially appealing to new drivers or those dealing with large vehicles in tight parking spaces.
However, JD Power noted that 35% of car owners in their 2015 study had never used this system. For drivers who are used to parking, manual operation is sometimes faster than finding a suitable spot, activating the system, and waiting for the car to do the parking.
Modern automated parking systems have improved significantly compared to earlier models. However, this shows that a feature that might be very impressive to buyers may not necessarily become an equipment that owners want to use daily.
The head-up display (HUD), integrated GPS, and Wi-Fi are also easily overlooked.
Head-up displays (HUDs) were once considered a premium feature, displaying speed, navigation information, or warnings on the windshield. However, 33% of owners with this feature in JD Power's study said they had never used it.
Similarly, integrated apps and GPS navigation systems in vehicles are not the first choice for many people. As many as 32% of car owners in the aforementioned study reported never having used integrated apps.
One reason is that smartphones have become commonplace devices. Google Maps, Apple Maps, and other entertainment apps on phones often have familiar interfaces and are constantly updated.
In-car Wi-Fi hotspots are also among the least used features. Research by JD Power shows that 38% of car owners have never used this feature.
Gesture control: The technology exists, but it's not necessarily necessary.
Newer car models continue to add control methods such as hand gestures, facial recognition, and fingerprint sensors. However, JD Power's 2024 Technology Experience Index (TXI) study shows that some recognition technologies still have issues with usability.
With gesture control in the cabin, JD Power recorded 43.4 issues per 100 vehicles. Up to 21% of them also felt the technology lacked functionality. Notably, users tend to appreciate technologies that address a specific need, such as blind spot warning. Meanwhile, features that add another way to interact but don't solve a clear problem are easily seen as unnecessary.
Users are forced to purchase features they don't want to use.
One of the biggest reasons why modern features are overlooked by consumers is that they can't buy them individually. Buyers often have to choose a higher version or equipment package to get a feature they want, while also receiving many other technologies they don't need.
Furthermore, another reason is that buyers are unaware of the features the vehicle is equipped with or haven't been instructed on how to use them. JD Power has pointed out that car owners who weren't informed about features by the dealership upon receiving their vehicle are more likely not to use those technologies. Some features may not even be activated upon delivery, leaving owners unaware they own them.
Ultimately, more technology doesn't necessarily mean more value. A useful feature is one that addresses a need, is easy to understand, and easy to use. For car buyers, instead of just looking at the list of features, it can be more important to consider which technologies actually fit their usage habits.
Modern cars today can boast a wide range of features, from driver assistance and connectivity to entertainment and automation, to the point that owners may need days, even weeks, to get used to them all. However, a large number of features does not necessarily mean that all of them provide commensurate value during use.
According to the 2015 JD Power Driver Experience (DrIVE) study, at least 20% of new car owners reported not using 16 of the 33 technologies surveyed within the first 90 days of owning their vehicle. The most overlooked features included: in-car assistance services, Wi-Fi hotspots, automatic parking systems, head-up displays (HUDs), and integrated apps.
Automated parking systems: Impressive technology, but not necessarily convenient.
Automated parking systems are one of the most eye-catching features when buying a car. The car can automatically turn the steering wheel to guide the vehicle into a parking space, while the driver simply follows the instructions. This is especially appealing to new drivers or those dealing with large vehicles in tight parking spaces.