Korean Car Makers Lead the Charge in Innovation
Right now, in-vehicle technology is all the buzz. Companies are ditching the usual controls for modern alternatives like touchscreens, responsive interfaces, and AI systems. It’s exciting to see all this tech, but sometimes it frustrates more than it impresses on the road.
To get a grip on public opinion regarding these tech advances, J.D. Power recently dropped its 2025 U.S. Tech Experience Index (TXI) Study, rolling into its tenth year. This research dives deep into which features improve the ownership journey and which ones just fall flat. Let’s break down the findings.
A Driver-Assist Feature That’s Becoming Everyone’s Favorite
This year’s survey collected insights from 76,230 owners of 2025 model vehicles—lucky folks who’ve had their whips for about three months. All cars in the study were registered between March 2024 and February 2025.
Even though many driver-assist features can be annoying enough for drivers to turn them off, blind-spot cameras came through strong; about 93% of people surveyed use them regularly. With modern cars having larger blind spots, it’s no wonder 74% wish to see this feature in their next vehicle.
By spotting hazards that drivers might miss, blind-spot cameras actually make roads safer. The Hyundai Santa Fe snagged a win for its outstanding blind-spot camera this year!
On a related note, smart climate control systems that adjust heating and cooling based on your needs are showing improvement. Because people rely heavily on climate comfort, a smooth-running system really boosts overall satisfaction. Technologies that cater to a driver’s habits—be it climate settings, seat preferences, or ignition methods—scored high for making customers happy with minimal issues.
“These smart features are not just about ease; they lighten the cognitive load and make using today’s complex gadgetry less stressful for drivers,” explained Kathleen Rizk, who oversees user experience efforts at J.D. Power. “What really matters is how techseriously adds to the driving enjoyment for vehicle owners and what automakers are aware of.”
Interestingly, in-car payment systems are also making a comeback, with 62% of participants keen on this development.
There’s Room for Improvement in Car Wash Modes
Sadly, not all tech features are hitting the mark. For instance, the so-called Car Wash mode, which should prepare your car by closing windows and disabling wipers, left many scratching their heads. Numerous users reported difficulties finding it within the infotainment system, causing long delays while waiting for a wash. Approximately 15% expressed that it took way too long to prep the vehicle, ultimately being a time-waster.
Hiccups also arose from some technology failures. Biometric systems, among others like touchless controls and driver-monitoring setups, can suffer from connectivity issues, making their effectiveness shaky.
Korean Brands Shine While Competitors Falter
The rankings tell an intriguing story. For mass-market cars, Korean carmakers Hyundai, Kia, and Mitsubishi, along with GMC and Mini, lead the scoreboard with remarkable, user-friendly technologies. Meanwhile, Stellantis brands—like Jeep, Ram, and Chrysler—lag behind.
On the luxury front, Genesis, Cadillac, Lincoln, BMW, and Mercedes-Benz topped the list, while Audi, Jaguar, and Acura finished at the bottom.
As studies like TXI adapt to rapid changes in vehicle tech and controls, safety authorities are getting on board too. Euro NCAP and ANCAP plan to roll out new guidelines aimed at assessing in-car technologies based on user-friendliness—penalizing features that help distract drivers.
For automakers, a clear message is being sent: It’s no longer sufficient just to fill cars with cool tech. It needs to genuinely enhance the driving experience without sacrificing safety.
