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Car Owners Prefer Tech They Hardly Notice, J.D. Power Survey Finds

J.D. Power's survey of 2026 new-vehicle owners found subtle features like smart ignition rank highest in satisfaction, while passenger screens are often ignored.

AI News Feed · 2026-09-01 03:43

The highest satisfaction scores went to smart ignition and smart HVAC systems. Smart ignition, which automatically starts and stops the engine based on driver actions, delivered the best overall satisfaction with only 2.4 problems per 100 vehicles. Smart HVAC uses artificial intelligence to adjust the cabin environment automatically. Both require little attention from the driver.

“For automakers, the opportunity is to prioritize technology that makes driving simpler, not more complicated,” said Doron Hikry, director of customer success at J.D. Power, in a press release. “The features that solve real problems without adding effort or stress for the driver are the ones resonating most with customers.”

Passenger screens, an extra display embedded in the dashboard in front of a passenger, scored lowest in satisfaction. More than one-third of owners who have one said they have never tried it, and only 6 percent reported using it every time they drive.

Hands-free driving systems, also known as Level 2 Plus automation, also face a tougher road. These include Tesla’s Full Self-Driving, Ford’s BlueCruise, GM’s Super Cruise, and Mercedes-Benz’s Drive Pilot. Unlike Level 2 systems, which require hands on the wheel, Level 2 Plus systems allow completely hands-free driving on certain roads. Owners said they preferred Level 2 systems in terms of design and quality of experience, suggesting that more automation does not necessarily bring more satisfaction. Level 2 systems recorded slightly higher problems per 100 vehicles (14.3) than Level 2 Plus systems (13.8).

“The results indicate that owners may currently be more comfortable with systems that clearly assist the driver rather than those that introduce a greater degree of automation,” Hikry said.

J.D. Power also gave individual awards to the Cadillac Escalade and Toyota Tundra for camera mirrors, while other automakers won for blind-spot cameras, digital keys, one-pedal driving, and EV charging schedulers. The overall pattern indicates that car owners do not mind new technology as long as it does not make driving more complicated.