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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) StudySM.* 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.”
Some Observations in the 2026 Tech Experience Index
- Inconspicuous smart tech delivers the strongest payoff: Smart technologies that operate seamlessly in the background are earning high satisfaction among owners while also generating relatively few problems. For example, smart ignition ranks highest in overall satisfaction and has one of the lowest problem counts (2.4 PP100). Similarly, smart climate control and smart driver preferences account for high levels of customer satisfaction and desirability, and low overall problem counts.
- More automation doesn’t automatically improve the experience: In the United States, SAE Level 2 (L2) driver assistance systems, which require drivers to keep their hands on the wheel and eyes on the road, outperform more technologically advanced SAE Level 2+ (L2+) hands-free systems on execution and overall experience scores, despite L2+ systems offering more functionality. While L2+ systems have a slightly lower problem count than L2 systems (13.8 vs. 14.3 PP100, respectively), they do not deliver a better overall experience, suggesting that simply adding hands-free capability does not necessarily translate into greater customer satisfaction. “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,” said Hikry.
- Passenger screens offer little appeal to owners: Passenger screens are more common and actively used in premium vehicles, yet they rank among the most problematic technologies in the index (21.3 PP100). More than one-third (35%) of owners industry-wide who have a passenger screen say they have never tried to use it, while just 6% say they use it every time they drive. Some vehicles equipped with passenger screens also had higher rates of infotainment system problems in the JD Power 2026 U.S. Initial Quality Study (IQS).*
Advanced Technology Award Recipients
The U.S. Tech Experience Index (TXI) analyzes 40 automotive technologies, which are divided into five categories: comfort and convenience; connected vehicle; driver assist; electric vehicle; and smart vehicle. The smart vehicle category is not award-eligible this year.
- Cadillac Escalade is the premium model receiving the comfort and convenience award for its camera rear-view mirror technology.
- Toyota Tundra is the mass market model receiving the comfort and convenience award, also for camera rear-view mirror technology.
- BMW X6 is the premium model receiving the connected vehicle award for phone-based digital key.
- Hyundai Palisade is the mass market model receiving the connected vehicle award, also for phone-based digital key.
- Genesis GV70 receives the award for driver assist in the premium segment for its blind spot camera.
- Hyundai Palisade receives the award for driver assist in the mass market segment, also for blind spot camera.
- BMW iX receives the award for electric vehicle in the premium segment for one pedal driving.
- Hyundai IONIQ 9 receives the award for electric vehicle in the mass market segment for its EV charging scheduler.
*AutoInformed on
- Mixed Results – Automaker Use of AI-Technology
- Connectivity Snags Haunt Improvements in New-Vehicle Quality
- Premium Vehicle Buyers Defecting to Mainstream Brands!
**The 2026 U.S. Tech Experience Index (TXI) is based on responses from 68,084 owners of new 2026 model-year vehicles who were surveyed after 90 days of ownership. It was fielded from June 2025 through May 2026 based on vehicles registered from March 2025 through February 2026.
