It turns out that auto manufacturers have spent billions of dollars on technology for cars and light trucks that their owners are not using.
According to the newly released J.D. Power 2015 Driver Interactive Vehicle Experience (DrIVE) Report, during the first 90 days of ownership, at least 20% of new vehicle owners have not used 16 of the 33 technologies measured.
The top five features least likely to be used include:
- In-vehicle concierge (43%)
- Mobile routers (38%)
- Automatic parking systems (35%)
- Head-up display (33%); and
- Built-in apps (32%)
“In many cases, owners simply prefer to use their smartphone or tablet because it meets their needs; they're familiar with the device and it's accurate,” said Kristin Kolodge, executive director of driver interaction & HMI research at J.D. Power. “In-vehicle connectivity technology that's not used results in millions of dollars of lost value for both consumers and the manufacturers.”
In addition, the report identified 14 technology features that 20% of the owners would prefer not to have in their next car, including Apple CarPlay and Google Android Auto, in-vehicle concierge services and in-vehicle voice texting.
Just say 'no'
Gen Y drivers feel even more strongly about the technology they don't want with 23% saying they don't need entertainment-related technology and connectivity systems.
Most drivers said they did not find the technology useful and that it was usually part of a package they didn't want. Dealers who failed to show new owners how to use the technology increased the likelihood that it would not be used. This was especially true for any equipment that was not activated when it was delivered to the customer, since the owner was frequently unaware of its existence.
(Photo: Shutterstock/CLS Design)
What technologies do drivers want? According to Kolodge they want those that will improve the driving experience and passenger safety such as vehicle health diagnostics, blind-spot warning and detection, and adaptive cruise control.
“The first 30 days are critical. That first-time experience with the technology is the make-it-or-break-it stage,” explained Kolodge. “Automakers need to get it right the first time, or owners will simply use their own mobile device instead of the in-vehicle technology.” Manufacturers who train dealership staff on the technology will enable them to better assist their customers in learning how to use the options on their new vehicles.
Technology increases repair pricing
The technology is making cars safer, however, it also impacts the repair costs if there is an accident. “While some technologies, such as lane-departure warning, are making vehicles safer, the insurance industry is very concerned about the driver-distraction hazards caused by some of the other technologies,” said Chip Lackey, senior director of the insurance practice at J.D. Power. “In addition, technology drives up the repair and replacement costs. A slight bumper scrape that would normally cost a few hundred dollars to repair can catapult a claim into thousands of dollars when a park assist camera or other sensors are damaged.”
Data for the DrIVE Report was gathered from more than 4,200 vehicle owners and lessees between April and June 2015.
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