JD Power study: Drivers prefer seamless tech over large car screens

A JD Power study involving 68,084 owners of 2026 model-year vehicles reveals a growing disconnect between automotive technology trends and consumer preferences. While manufacturers are increasingly installing large, multi-screen dashboards, many drivers find these features intrusive or unnecessary.

Specifically, passenger-side screens have received low satisfaction ratings. The research shows that 35% of owners with passenger screens have never used them, while only 6% report using the feature during every trip. These displays, often found in premium brands like Mercedes-Benz, BMW, and Porsche, are frequently viewed as distractions or wasted space.

In contrast, consumers show the highest satisfaction with ‘invisible’ or inconspicuous technologies that enhance safety and convenience without requiring active attention. Highly valued features include smart ignition systems, intelligent climate control, blind-spot monitoring, and emergency braking. The findings suggest that future automotive innovation should prioritize seamless integration and software intelligence over the sheer quantity of digital displays.