J. D. Power study shows driver rejection of excessive vehicle digitalization

A recent study by J. D. Power, the 2026 U.S. Tech Experience Index (TXI), reveals that drivers are reaching a breaking point with excessive digitalization in vehicle cabins. Based on feedback from over 68,000 new vehicle owners, the research indicates a growing rejection of touchscreens and complex electronic driving aids in favor of physical controls and intuitive technology.

The most criticized feature is the front passenger entertainment screen; approximately 35% of owners report never using it, while only 6% use it regularly. This trend has contributed to a rate of 21.3 reported problems per 100 vehicles, impacting the quality and reliability ratings of several luxury brands.

Furthermore, advanced hands-free autonomous driving systems (Level 2+) have faced criticism for complexity, intrusive auditory warnings, and false alarms. These issues have caused distrust among users, leading many to permanently deactivate driving assistance features. Conversely, drivers highly value discreet technologies such as intelligent automatic climate control, blind-spot cameras, and high-definition digital rearview mirrors.