Drivers Want Invisible Tech, Not More Screens

Automakers are increasingly loading vehicles with high-profile tech, but consumers are signaling a preference for systems that fade into the background. According to reporting from The Verge, a JD Power survey of 68,084 owners of new 2026 model-year vehicles found that the highest-scoring features were the most inconspicuous.

Smart ignition—which automatically manages the vehicle's start and stop based on driver actions—delivered the highest overall satisfaction, with a rate of only 2.4 problems per 100 vehicles. Other high-performing features included smart HVAC systems that utilize AI to manage cabin comfort and efficiency. Conversely, passenger screens found in premium brands such as Porsche, BMW, and Mercedes rated the lowest in satisfaction; over one-third of owners reported they have never used the feature, and only 6 percent use them every trip.

Automation is also seeing a mixed reception. While Level 2 Plus systems—including GM’s Super Cruise, Ford’s BlueCruise, Mercedes’ Drive Pilot, and Tesla’s Full Self-Driving—allow for hands-free driving on specific roads, owners told JD Power they preferred the design and experience of standard Level 2 systems.

Doron Hikry, director of customer success at JD Power, stated in a press release that the biggest opportunity for automakers is to prioritize technology that simplifies driving rather than complicating it. The survey noted that features solving real problems without adding stress, such as digital keys, one-pedal driving, and camera mirrors in the Toyota Tundra and Cadillac Escalade, are the ones resonating most with customers.