MotorBeat Blog

MotorBeat

MotorBeat covers the latest developments in car manufacturing, and technological advancements in transportation as a whole. The blog will help automotive enthusiasts and drivers to get a glimpse of the motoring future.

Jordan Perch loves automotive innovation and that is his ultimate passion. He is managing the resourceful DMV.com and is an active contributor to numerous consumer and automotive blogs.

Previous in Blog: Under-Road Wireless Charging for EVs to Be Tested in UK   Next in Blog: Google Files Patent for a System That Keeps Track of Potholes
Close
Close
Close
14 comments

Survey Shows U.S. Drivers Neglect Many New Car Tech Features

Posted December 14, 2015 9:58 AM by Jordan Perch

Car makers may be investing a lot of money in advanced driver assistance and connected car systems, but it turns out that most of the advanced technology features that today's modern vehicles are equipped with are often not used by drivers. According to a new study from J.D. Power, many in-car connectivity and high-tech driver assistance features are ignored by U.S. drivers, which suggests that the billions of dollars that automakers invest in these technologies do not create significant value.


J.D. Power has released the 2015 Driver Interactive Vehicle Experience (DrIVE) Report, which clearly states that many car owners neglect new car technologies, even though they are aimed at improving the overall driving experience. J.D. Power surveyed a total of 4,200 new-car owners during the first 90 days after purchasing their vehicle, trying to measure how often drivers use specific technology features. Car owners were given a list of 33 features, with 20 percent of them responding that they have never used 16 of those features.


Researchers say that car owners usually decide whether they will use a given technological feature on a regular basis during the first 30 days after purchasing their vehicle. "The first 30 days are critical. That first-time experience with the technology is the make-it-or-break-it stage," said Kristin Kolodge, executive director of driver interaction & HMI research at J.D. Power. "Automakers need to get it right the first time, or owners will simply use their own mobile device instead of the in-vehicle technology."


Drivers noted several reasons as to why they don't use certain features, with some stating that they didn't even know they had those features in their cars, and others saying that it's because the dealership didn't explain how the features work.


"The DrIVE Report looks at the experience that consumers have with technology in order to understand if it is intuitive, provides value and works, regardless of the model purchased," said Renee Stephens, vice president of U.S. Auto Quality at J.D. Power. "By better understanding what consumers are looking for, what their expectations are, and what their ideal experience is, automakers can best decide how to meet those needs in the most efficient and cost effective manner."


According to the report, the most neglected feature is in-vehicle concierge, with 43% of respondents saying they have never used it, followed by mobile routers for wireless Internet (38%), automatic parking systems (35%), head-up display (33%), and built-in apps (32%).


Furthermore, researchers found that there are a lot of features that many drivers don't even want to have in their cars, as 20% of those surveyed said that they don't want 14 of the 33 technologies measured in the survey. The features deemed unnecessary by drivers include Google Android Auto and Apple CarPlay, along with in-car text messaging via voice commands.


Another interesting finding is that Millennials (those between the ages of 21 and 38) are even less in favor of new car tech features, with 20% of them responding that they don't want 23 of the 33 technologies. This comes as a bit of a surprise, because one of the main reasons why automakers install so many advanced infotainment and safety features in new vehicles is the attempt to appeal to the younger car buyer, and this survey shows that younger consumers are not that interested in those features.


What the results of this survey suggest is that there is probably no need for automakers to invest so much money in advanced high-tech features to attract younger buyers, who definitely tend to rely more on their smartphones and other mobile devices for entertainment and connectivity purposes while driving, rather than expensive built-in infotainment systems.

Reply

Interested in this topic? By joining CR4 you can "subscribe" to
this discussion and receive notification when new comments are added.

Comments rated to be Good Answers:

These comments received enough positive ratings to make them "good answers".
Guru
Hobbies - DIY Welding - Wannabeabettawelda

Join Date: May 2007
Location: Annapolis, Maryland
Posts: 7385
Good Answers: 427
#1

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/14/2015 12:59 PM

You mean people don't use things that are not needed or wanted? Who would've thought?

If it isn't intuitive, it won't be used. Don't 'hide' features if you want drivers to use them.

Most importantly, car manufacturers have forgotten the KISS principle. I don't want a cabin environment thermostat. I'm sitting at the controls. I can control the heat, cooling, and de-humidification just fine with the air speed I want and not what some designer thinks I want. At home, I'm fine with a thermostat so I can do other things.

Reply
2
Guru
Canada - Member - New Member

Join Date: Jul 2013
Location: Canada but south of 49
Posts: 895
Good Answers: 20
#8
In reply to #1

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/15/2015 8:16 AM

In my opinion, KISS is the key indeed. It must amaze a lot of younger people how we ever got around without all the fancy bells and whistles on vehicles these days. How did we ever get the windows rolled down without electric motors, or make those long trips without climate control, or 6 or more speakers with the built in entertainment system and state of the art connectivity to the outside world?

I, for one, would forego all those fancy doodads for a more reasonably priced vehicle. I think there are probably a lot of other people of like mind.

__________________
Never stop learning
Reply Good Answer (Score 2)
Guru

Join Date: Aug 2007
Location: Earth - I think.
Posts: 2143
Good Answers: 165
#2

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/14/2015 3:37 PM

I'm glad they finally figured that out. Now they 86 that CR4P, and make the cars cheaper.

__________________
TANSTAAFL (If you don't know what that means, Google it - yourself)
Reply
Guru
Popular Science - Evolution - New Member Popular Science - Weaponology - New Member

Join Date: May 2006
Location: The 'Space Coast', USA
Posts: 11109
Good Answers: 918
#3

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/14/2015 8:26 PM

Once again, automotive marketing misses the mark.

Reply
Guru
Engineering Fields - Aerospace Engineering - Member United States - Member - Army Vet in the aviation industry

Join Date: Mar 2008
Location: Bridgewater, Va.
Posts: 2062
Good Answers: 113
#4

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/14/2015 11:09 PM

Last year I bought a new Silverado truck, a cheap work version. It didn't have much extra except the On-Star and the Chevrolet Link navigation and music? system. I canceled all of it after the free 3 month intro.

Not only did they want too high of a subscription fee but those system have the worst, most counter-intuitive user interface I've ever seen and I've been working with computers for about 40 years. Not to mention that, like the article explains, I already have perfectly good nav and music systems that follow me around anyway.

Government Motors, and I suspect most of the other automakers aren't listening to their customers, as usual.

Hooker

Reply
Guru
Popular Science - Evolution - New Member Popular Science - Weaponology - New Member

Join Date: May 2006
Location: The 'Space Coast', USA
Posts: 11109
Good Answers: 918
#9
In reply to #4

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/15/2015 8:25 AM

Long ago manufactures used to drive the market.

Then Japan entered the market and sought to be customer driven. That changed the industry.

Now it seems that trend is reversing again.

Part of it is just myopia. It would seem logical that younger buyers would embrace more and more technology, but there really is a point where it just becomes boring or worse, a nuisance.

I was always taught; aviate, navigate, communicate, in that order. I clearly see where the connected car gets in the way of that set of priorities.

Perhaps marketing is simply too much in love with the beauty of technology, but they are pressured to differentiate themselves from the next and it's easy to blindly follow each other off track.

I love technology, but there are some places where it simply isn't needed.

Reply
Power-User

Join Date: Jul 2010
Location: Virginia, USA
Posts: 227
Good Answers: 4
#5

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/15/2015 4:00 AM

Not owning a car right now, I use rentals fairly often. It drives me crazy to need the owners manual to be able to do tasks that after 40 years as a driver, should be intuitive. I'm waiting for the pedals to be rearranged for 'aesthetics'.

__________________
Robert A. Heinlein (1907-1988) "There is no worse tyranny than to force a man to pay for what he does not want merely because you think it would be good for him."
Reply
Guru
Hobbies - Musician - New Member Hobbies - Car Customizing - New Member Hobbies - Target Shooting - New Member Engineering Fields - Power Engineering - New Member

Join Date: Jul 2007
Location: FL Space Coast
Posts: 536
Good Answers: 14
#6
In reply to #5

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/15/2015 7:14 AM

Funny, you mention the owners manual. I remember the owners manuals for my "69 Beetle and my '79 Malibu. Both around 30-60 pages.

Nowadays, my God! My wife's 2014 Grand Caravan doesn't even come with an owners manual. It has a basic ops manual with a URL to download the owners manual. It's a 698 page PDF! I guess I know why they didn't include a hard copy, in the glove box.

Reply
Guru

Join Date: May 2011
Location: Northern California
Posts: 795
Good Answers: 80
#10
In reply to #6

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/15/2015 3:10 PM

It's a 698 page PDF!...

Now if you could filter out all of the CYA legal gobbledygook it might be back to 60 pages!

__________________
"Why do things that only happen to stupid people keep happening to me?" Homer Simpson
Reply
Guru
Hobbies - Musician - New Member Hobbies - Car Customizing - New Member Hobbies - Target Shooting - New Member Engineering Fields - Power Engineering - New Member

Join Date: Jul 2007
Location: FL Space Coast
Posts: 536
Good Answers: 14
#13
In reply to #10

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/16/2015 6:30 AM

True

lol

Reply
Commentator
Engineering Fields - Automotive Engineering - New Member

Join Date: Jan 2010
Posts: 56
Good Answers: 1
#7

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/15/2015 8:03 AM

SURPRISE !!

__________________
Bill
Reply
Guru
Engineering Fields - Optical Engineering - Member Engineering Fields - Engineering Physics - Member Engineering Fields - Systems Engineering - Member

Join Date: Apr 2010
Location: Trantor
Posts: 5363
Good Answers: 646
#11

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/15/2015 3:42 PM

I bought a new Mazda last year. I really like it. Maybe the most fun car I've owned. Zooom zooom.

The control/entertainment/phone/nav system is an all in one assembly. It can be a bit annoying having to dig down through the menu system to find a particular control setting, but generally speaking it's been easy to use.

The only annoyance has been when the car's systems fight with my phone apps. Mainly this happens with Nav. I prefer the google maps app on my phone, but if I try to use it without first shutting off the phone's bluetooth system when I get in the car, I get no voice navigation directions from either. Arrrgh. My previous car had bluetooth but no Nav system, so the two happily sync'd and I got the google Nav sound through the car's speaker system.

__________________
Whiskey, women -- and astrophysics. Because sometimes a problem can't be solved with just whiskey and women.
Reply
Guru
Engineering Fields - Instrumentation Engineering - New Member Hobbies - Automotive Performance - New Member Technical Fields - Education - New Member Fans of Old Computers - TRS-80 - New Member Hobbies - Musician - New Member

Join Date: Jan 2008
Location: Tucson, AZ
Posts: 1331
Good Answers: 30
#12

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/15/2015 4:17 PM

If they (Detroit) can't make worth($)while vehicles, they're gonna make their profit($) on the OEM-"add-ons" that the customer CAN NOT DELETE.

__________________
...and the Devil said: "...yes, but it's a DRY heat..!"
Reply
Guru
Hobbies - Musician - New Member Hobbies - Car Customizing - New Member Hobbies - Target Shooting - New Member Engineering Fields - Power Engineering - New Member

Join Date: Jul 2007
Location: FL Space Coast
Posts: 536
Good Answers: 14
#14
In reply to #12

Re: Survey Shows U.S. Drivers Neglect Many New Car Tech Features

12/16/2015 6:32 AM

Sounds strangely like Microsoft! But, I digress...

Reply
Reply to Blog Entry 14 comments
Interested in this topic? By joining CR4 you can "subscribe" to
this discussion and receive notification when new comments are added.

Comments rated to be Good Answers:

These comments received enough positive ratings to make them "good answers".
Copy to Clipboard

Users who posted comments:

70AARCuda (1); Anonymous Hero (2); bill_gj (1); bluebelly (1); Brave Sir Robin (1); Hooker (1); IanR (3); jhowdy (1); Kevin LaPaire (1); Kilowatt0 (1); Usbport (1)

Previous in Blog: Under-Road Wireless Charging for EVs to Be Tested in UK   Next in Blog: Google Files Patent for a System That Keeps Track of Potholes

Advertisement