A new J.D. Power study highlights how artificial intelligence (AI) is reshaping in-car technology, with smart features making vehicles easier to use but also introducing new frustrations.
The 2025 U.S. Tech Experience Index (TXI) Study, now in its 10th year, analysed 76,230 owners of 2025 model-year vehicles, surveyed after 90 days of ownership. While it’s a U.S. study, the results are relevant to Australia, where many of the same brands and technologies are sold.
Smarter cars, fewer headaches
AI-powered features such as smart ignition, climate control and driver preference settings are increasingly common. These systems anticipate a driver’s needs, cutting down on manual adjustments and reducing the “digital workload” of complex infotainment menus.
- Smart climate control systems recorded 6.3 fewer problems per 100 vehicles (PP100) compared with the previous year.
- Owners with these systems reported higher satisfaction, according to J.D. Power’s Initial Quality Study and APEAL (Automotive Performance, Execution and Layout) Study.
This shift is timely, given many carmakers are moving traditional controls like air-conditioning into touchscreen menus, often frustrating drivers.
Car wash mode: good idea, poor execution
A new “car wash mode” feature is designed to automatically prep a vehicle—closing windows, folding mirrors and pausing wipers—before entering a car wash.
But execution is patchy:
- 38% of owners said they needed clearer instructions.
- 15% reported delays in the system performing tasks.
The function is often buried in infotainment menus, creating more stress than convenience—especially when queued at a wash bay.
In-car payments make a return
After earlier failures, in-vehicle payment systems are seeing renewed interest. Around 62% of owners said they wanted the option, particularly for everyday costs like:
- charging EVs,
- buying fuel,
- paying for parking, and
- covering tolls.
The success of these systems will depend on whether automakers keep them simple and focused on useful transactions.
New problems: recognition tech
As vehicles become more digital, quality concerns are shifting from broken parts to tech usability. J.D. Power found the next big hurdle will be recognition and authentication systems, including:
- biometric authentication – 29.2 PP100,
- touchless or hidden controls – 19.6 PP100,
- driver monitoring systems – 19.4 PP100.
Unreliable recognition tech risks annoying drivers instead of making vehicles safer or more convenient.
Blind spot cameras a clear win
Some technologies, however, are widely embraced. The blind spot camera is among the most valued features:
- 93% of drivers use it regularly.
- 74% say they want it on their next vehicle.
- Cars fitted with the feature spend less time on dealer lots, suggesting strong buyer demand.
Which brands lead in innovation?
According to the 2025 TXI Study rankings:
- Genesis led innovation for the fifth year running (score: 538/1,000).
- Hyundai topped mass-market brands for the sixth year (493).
- Kia (474) and Mitsubishi (471) followed closely.
Award highlights:
- Land Rover Defender – comfort and convenience (air purification system).
- Toyota Land Cruiser & Sequoia – mass market comfort and convenience (rear-view camera mirror).
- Genesis GV80 – connected vehicle (digital key via smartphone).
- Hyundai Santa Fe – connected vehicle (digital key) and driver assist (blind spot camera).
- GMC Hummer EV SUV – premium driver assist (lane change assist).
- Kia EV9 – electric vehicle, mass market (one-pedal driving).
Why this matters for Australia
While the TXI Study focuses on the U.S. and excludes Chinese brands found in Australia, many findings translate locally. Australian drivers already face similar frustrations with touchscreens replacing physical buttons and complex digital menus. Features like blind spot cameras and one-pedal EV driving are either available or arriving soon in models sold here.
With vehicle prices in Australia continuing to climb (the average new car costs over $50,000 AUD), buyers expect technology that works seamlessly—not features that add confusion. Carmakers selling into Australia will need to balance innovation with usability if they want to keep customers satisfied.
