J.D. Power’s recently released 2022 U.S. Tech Experience Index (TXI) Study examines how satisfied new vehicle buyers are with various newly developed tech components. When an automaker gets it right, it can help future sales. But when an automaker gets it wrong, car owners are less likely to want the errant technology on their next vehicle. This is apt to make OEMs a little gun-shy about diving into advanced technologies too quickly. And yet, to compete in an era where tech is evolving at break-neck speed, OEMs don’t want to be left in the dust when it comes to offering innovative options.
But just because an option is innovative, doesn’t mean it’s ready for primetime for all manufacturers. Among the more problematic technologies available on many new models, ‘fingerprint reader’ is the lowest performer this year, besting ‘interior gesture controls,’ which had been the least satisfying technology the previous two years. The result is likely to be fewer requests for fingerprint readers down the line by disappointed owners. And how these owners can eventually be turned around to trust the transgressing technology is another challenge faced by automakers.
Conversely, when an innovative feature is implemented successfully, it becomes a primary motivator in wanting that innovation included on future vehicle purchases. This is the case for ‘phone-based digital key,’ which ranked among the top scores in the study. It seems more and more car owners can’t live without this advanced tech option.
“J.D. Power transactional data shows that getting the right mix of technology features owners want is important to perception, profits and sales,” Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power said. “When owners get the technology features they really want—and which meet their user-experience expectations—the results are positive and those owners tell their friends about the experience.”
Further, it’s not just the availability of newly developed technologies that are important to new vehicle buyers. Being introduced to them and then being shown how to use them properly has cache, as well. A dealer that is willing to take the time to instruct a customer makes that customer less prone to leave that technology behind on future purchases. This educational opportunity reflects positively on the overall ownership experience.
And The Winner Is…
The J.D. Power TXI Study not only delved into what advanced technologies did and didn’t work for OEMs, it also presented awards to top performers defined by their Innovation Index score. Among premium offerings, Genesis topped all competitors. Among mass market automakers, Hyundai won the top prize.
In addition, specific models were recognized for various technological achievements. Notable among this group are:
- Cadillac Escalade: premium model receiving the convenience award for camera rear-view mirror technology.
- Subaru Ascent: mass market model receiving the convenience award for camera rear-view mirror technology.
- Lexus IS: premium model receiving the emerging automation award for front cross traffic warning.
- Mitsubishi Outlander: mass market model receiving the emerging automation award for reverse automatic emergency braking.
- MINI Cooper: award for energy and sustainability in the mass market segment for one-pedal driving.
- BMW X3: award for infotainment and connectivity in the premium segment for phone-based digital key technology.
To read the online press release click here.
