A JD Power survey of 68,084 new vehicle owners reveals consumers value automotive features they barely interact with, while growing frustrated with large screens and unreliable software.
The consumer research firm surveyed owners of 2026 model-year vehicles after 90 days of ownership, evaluating 40 automotive technologies across comfort and convenience categories.
The findings contradict automakers' strategy of aggressively integrating complex tech into vehicles. Features that earned highest satisfaction ratings were those operating invisibly in the background—technologies that required minimal user engagement.
Meanwhile, owners reported increasing dissatisfaction with touchscreen interfaces and connected software systems prone to glitches. The disconnect highlights a fundamental mismatch between industry priorities and consumer preferences.
Automakers continue expanding infotainment systems and digital dashboards despite evidence that these features drive frustration rather than loyalty. The JD Power data suggests a market opportunity for manufacturers willing to prioritize reliability and simplicity over technology proliferation.
The survey underscores a broader trend: consumers want vehicles that work seamlessly without requiring constant interaction with complex digital ecosystems.
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