Many Drivers Don’t Use Pricey Vehicle Technology

Automakers put billions of dollars of technology features in today’s vehicles. But a lot of consumers aren’t using that pricey stuff, according to a study.

At least 20% of new-vehicle owners have never used 16 of the 33 technology features measured, says J.D. Power’s 2015 Driver Interactive Vehicle Experience Report that measures driver experiences with in-vehicle technology features during the first 90 days of ownership,

Five features consumers most commonly report they “never use” are in-vehicle concierge service (43%), mobile routers (38%), automatic parking systems (35%), head-up display (33%) and built-in apps (32%).

Twenty percent or more of owners do not want certain technology features in their next vehicle. Those include Apple CarPlay and Google Android Auto, in-vehicle concierge services and in-vehicle voice texting.

“In many cases, owners simply prefer to use their smartphone or tablet because it meets their needs,” says Kristin Kolodge, J.D. Power’s executive director-driver interaction & HMI research. “They’re familiar with the device and it’s accurate. “In-vehicle connectivity technology that’s not used results in millions of dollars of lost value for both consumers and the manufacturers.”

Among all owners, one of the most-cited reasons for not wanting a specific technology feature in their next vehicle is a lack of usefulness.

Some people don’t know how to use some of the equipment. Dealerships bear some responsibility for that.

Owners who say their dealer didn’t explain a technology offering are more likely not to use it. Features that are not activated when the vehicle is delivered often result in the owner not even knowing they have the technology in their new vehicle.

“The first 30 days are critical. That first-time experience with the technology is the make-it-or-break-it stage,” Kolodge says.

Because the first few weeks of ownership are critical, dealerships play the most important role in helping owners get off to a good start with the technology in their vehicle, she says.

She cites automakers’ responsibilities: “While dealers are expected to play a key role in explaining the technology to consumers, the onus should be on automakers to design the technology to be intuitive for consumers.

“Automakers also need to explain the technology to dealership staff, and train them on how to demonstrate it to owners.”

Technologies owners most often want are those that enhance the driving experience and safety and are only available as a built-in feature rather than via an external device, according to the study. Those include vehicle-diagnostics indicators, blindspot warnings and adaptive cruise control.

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