The recently released J.D. Power 2015 Driver Interactive Vehicle Experience (DrIVE) Report,SM which is based on responses from 4,200 buyers and lessees of both premium and non-premium vehicles after 90 days of ownership, finds that 20% of new-vehicle owners have never used 16 of 33 of the technology features measured in the report.
Some of the neglected technologies measured in the report may not have been turned on when new vehicles were delivered at the dealership. Also, the report finds that some new-vehicle owners said they didn’t know if they had the features in their vehicles, while others didn’t have technology features explained to them when they took delivery.
In the report, major technology features that are never used by larger percentages of new-vehicle owners are: in-vehicle concierge (43%); mobile routers for wireless Internet connectivity (38%); automatic parking systems (35%); head-up display (33%); and built-in apps (32%).
Safety and Driver-Assistance Features are Most-Wanted Technologies
In contrast, technologies that owners most often want include features that enhance safety and the driving experience vs. technologies that can be accessed through an external device. The in-vehicle technologies owners most want include vehicle health diagnostics, blind-spot warning and detection, and adaptive cruise control.
It’s noteworthy that at least 20% of new-vehicle owners indicate they don’t want 14 of 33 technology features in their next vehicle. Features that are “not wanted” include: Apple CarPlay and Google Android Auto, in-vehicle concierge services, and in-vehicle voice texting. The report also finds that among Gen Y1 buyers and lessees, the number of unwanted features increases to 23—specifically technologies related to entertainment and connectivity systems. Among all new-vehicle owners the most frequently cited reason for not wanting a specific technology feature is because they “did not find it useful” in their current vehicle and the technology “came as part of a package on my current vehicle and I did not want it,” according to the report’s findings.
Kristin Kolodge, executive director of driver interaction & HMI (Human Machine Interface) research at J.D. Power, said, “In many cases, owners simply prefer to use their smartphone or tablet, because they are familiar with the device, know how to use it, and it meets their needs for accuracy.”
J.D. Power’s Stephens agrees that, “Consumers should take advantage of the training offered by the dealers. Having the dealer walk them through at least how to pair their phone and add a phone is a primary area for consumers to understand. Setting up the personalisation areas can also help consumers get a good start as well as running through any collision-avoidance or other safety systems.”
Safety Technology Features Can Impact Accident Claims Costs
Also, in-vehicle technology can increase claims costs for vehicles damaged in an accident. A slight bumper scrape that normally would cost a few hundred dollars to repair can escalate a claim into the thousands of dollars if a rearview camera and other sensors are damaged, points out Chip Lackey, senior director of the insurance practice at J.D. Power.
