JD Power survey finds car owners prefer subtle, unobtrusive tech features

A new JD Power survey of over 68,000 owners of 2026 model-year vehicles found that the most appreciated automotive technologies are those that work quietly in the background. The research, conducted after 90 days of ownership, covered 40 technologies across categories including driver assistance, connectivity, and comfort. Despite this preference, automakers continue to pack vehicles with large touchscreens and complex software. The findings suggest a growing disconnect between what manufacturers are prioritizing and what consumers actually value in their vehicles.
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