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Owners are most satisfied with the technology they hardly notice, according to the JD Power 2026 U.S. Tech Experience Index (TXI) Study^SM.* Items such as smart ignition, which automatically starts and turns off the vehicle based on driver actions, and smart climate control, which uses artificial intelligence to adjust the cabin environment for maximum comfort and efficiency, deliver high satisfaction with few problems. However, more complex qualities such as hands-free driving systems and passenger screens often add discord instead of value.**

“The technology customers value most is often the technology they barely notice because it simply works,” said Doron Hikry, director of customer success at JD Power. “Smart ignition and smart climate control make every day driving easier without demanding the driver’s attention, while more automation and additional screens don’t necessarily translate into a better experience. For automakers, the opportunity is to prioritize technology that makes driving simpler, not more complicated. The features that solve real problems without adding effort or stress for the driver are the ones resonating most with customers.” Continue reading →