While automakers are spending billions of dollars loading up their vehicles with technologies of all kinds, many owners are not using them and would rather use their smartphones instead, according to the first-ever J.D. Power 2015 Driver Interactive Vehicle Experience (DrIVE) Report.
The market research firm found that at least 20 percent of new vehicle owners have never used 16 of the 33 technology features that DrIVE measured. For the consumer, this means they are paying for something they are not using, said Kristin Kolodge, executive director of driver interaction & HMI research at J.D. Power.
The report looked at driver experiences with in-vehicle technology features during the first 90 days of ownership and was based on responses from more than 4,200 owners and lessees of 2015-model-year vehicles.
Features that owners did not use
43 percent—In-vehicle concierge feature such as OnStar.
38 percent—Mobile connectivity, such as a factory installed Wi-Fi hot spot.
35 percent—Automatic parking system, which aids in either parallel or perpendicular parking with limited interaction by the driver.
33 percent—Head-up display.
32 percent—Built-in apps such as Pandora.
“Tired and impatient, car buyers just want to get out of the dealership, often without becoming fully oriented with all of their new car’s features,” says Tom Mutchler, Consumer Reports’ automotive human factors engineer. “But many high-tech features aren’t immediately obvious or intuitive, especially when trying to decipher their use for the first time when driving.”