J.D. Power has released its 2023 U.S. Tech Experience Index Study that found five trends dominating advanced technology features inside battery electric vehicles (EVs).
1) Problematic technology
The study found that users of EVs experience more problems with advanced technology than do owners of internal combustion engine (ICE) vehicles. The study found that 17 of the 21 advanced features offered on both fuel versions have more quality problems per 100 vehicles for EVs than for ICE vehicles.
Satisfaction is lower across 86% of advanced technology compared with those on ICE vehicles, the J.D. Power study found. It is even more pronounced with features like remote parking assistance and interior gesture controls.
“Innovation through a strong advanced tech strategy is crucial for all vehicle manufacturers, especially those working to build their reputation in the electric vehicle space,” said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power. “The perception in the industry is that most BEVs should offer many advanced technologies to compete with high-tech entrants like Tesla. Success will be dependent on those manufacturers that can execute flawlessly, while ensuring the user experience is the same for those who are tech savvy and those who are not.”
2) New contenders
The study found that new automotive OEMs like Tesla, Rivian, Lucid and Polestar are making very strong debuts in the U.S. market.
While some of these vendors are struggling with state registration restrictions and small sample sizes, innovation among these newer brands far exceeds traditional automotive OEMs, J.D. Power said. However, average problem levels for advanced technologies among new manufacturers are well above the average and are among the highest in the industry, except for Polestar.
3) Annoying biometrics
Among the advanced technologies that are less problematic in EVs is biometrics such as behavioral monitors, facial recognition and fingerprint readers. However, the study found these technologies are much more annoying than others.
The study found that EV owners do not consider these biometric technologies useful and have a low desirability in terms of drivers wanting them in vehicles at all compared to other technologies.
4) Yes to plug-and-charge
Even though it may be problematic, plug-and-charge technology is well liked by EV owners.
Plug-and-charge technology is when an EV pulls into a public charger, the charger identifies the vehicle, validates the charge and starts the charging process. Payment and billing occur automatically upon completion of the charge.
EV owners said they want the tech in their next vehicle and that it is a much-appreciated feature they would want in future EVs.
5) ADAS falling?
Finally, advanced driver assistance systems (ADAS) technology has declined slightly from J.D. Power’s last study a year ago. Specifically, reverse automatic emergency braking, safe exist assist and automatic emergency steering are technologies drivers are not using all the time.
While usage rates are still high, these small declines across several technologies may be a worrying sign that automakers need to remain diligent on providing customer experience and perceived feature usefulness are not negatively affected, J.D. Power said.
The full research can be found in the U.S. Tech Experience Index (TXI) Study.
