Drivers Prefer Tech That Fades into the Background, Says JD Power

Automakers are racing to pack their newest models with ever-larger displays and ever-more-complex software, but a fresh study suggests that their priorities may be out of step with what drivers actually value. The latest JD Power tech experience survey, based on responses from 68,084 vehicle owners, reveals a striking disconnect: the most cherished features are the ones that quietly work in the background, while flashy infotainment systems often draw criticism for being distracting or buggy.

JD Power found that technologies like adaptive cruise control, lane-keeping assist, and blind-spot monitoring—systems that operate without demanding constant attention—rank high in owner satisfaction. In contrast, owners frequently penalize automakers for giant touchscreens that force them to dig through menus for simple tasks like adjusting the climate or radio, leading to frustration and even safety concerns.

The takeaway for car shoppers is clear: when evaluating a new car, consider how seamlessly its tech supports your driving, rather than being dazzled by sheer screen size or the number of features. For automakers, the lesson is that less can be more—so long as the tech is genuinely unobtrusive and reliable.