Genesis And Hyundai Are Unbeatable In One Important Area

Aug. 28, 2022 7:20 AM ET by Jarryd Neves Technology / 12 Comments

Consumers love the in-car technology - and how intuitive it is, too.

As customer needs evolve, so does the automotive industry. Technology has become a big part of the car-buying process, and consumers demand the latest and greatest, whether they're purchasing a Mini Cooper Electric Hardtop or a $90,000 Cadillac Escalade. Both of these vehicles scored rather well in J.D. Power's 2022 Tech Experience Index (TXI) Study, which looks at the tricky world of vehicle innovation.

Many are of the belief that increased technology leads to an increase in problems, but the findings of this survey seemingly dispel that notion. "Transactional data shows that getting the right mix of technology features owners want is important to perception, profits, and sales," said the association's Kathleen Rizk. "When owners get the technology features they really want - and which meet their user-experience expectations - the results are positive."

Overall, it's the Hyundai Motor Company that satisfies its customers best on the technology front. Officially, Genesis placed first with an Innovation Index score of 643 out of 1,000. It beat out the likes of Cadillac (584) and Mercedes-Benz (539) for top honors.

Technically, Tesla beat the Korean premium brand with a final score of 681. But because Musk's carmaker doesn't allow J.D. Power access to owner information, it isn't eligible for any awards.

When it comes to mainstream vehicles, Hyundai leads the field with a score of 534. Not only did it beat premium brands such as BMW (516), Land Rover (509), and Lexus (491), but it blitzed other mainstream automakers. Kia got closest, with a final score of 495. It's worth noting the two Korean brands are the only non-premium brands to surpass the industry average of 486 points.

But what about the technology itself? As the study notes, the number of problems can vary greatly for one particular type of tech. The rear seat reminder, for example, has problems spanning from 1.9 problems per 100 vehicles (PP100) to 26.2 PP100. J.D. Power says this shouldn't discourage automakers from developing new tech.

2022-2023 Hyundai Tucson Hybrid Rearward Vision

"Automakers should consider benchmarking brands that innovate well for a technology, which would allow them to identify and then integrate best practices. Effective innovators understand that new technologies can be introduced successfully with proper design and execution," explained Rizk.

That doesn't mean all tech-heavy ideas should be pursued, though. For the first time in two years, gesture controls have been surpassed by the fingerprint reader as the lowest-performing technology. On average, there are 54.3 PP100 and the satisfaction score is the lowest, at 6.08 out of 10. As per the findings, the greater majority of vehicle owners do not want this on their new vehicles

So, what do they want to see? Well, that largely depends on where they live. In the United States, EV-related technology remains the most desired. In China, consumers are more interested in infotainment and connectivity. Interestingly, Japanese motorists are more concerned with automation features. But what people want is not necessarily what's best for them; a new study has noted that touchscreens are dangerous.

2021-2023 Cadillac Escalade Front Angle View

2021-2023 Cadillac Escalade Rear Angle View

2022-2023 Mini Cooper Hardtop Electric Forward View

2022-2023 Mini Cooper Hardtop Electric Side Perspective Driving

While Hyundai won the overall honors, none of its vehicles were singled out in specific categories. The aforementioned Escalade and Cooper Electric, for example, were both recipients of the Advanced Technology Award. The burly American SUV impressed with its camera rear-view mirror technology (so did the Subaru Ascent), while the tiny Brit gained praise for one-pedal driving.

Elsewhere, the Lexus IS and Mitsubishi Outlander both received the emerging automation award. The American-made BMW X3 received an award for infotainment and connectivity in the premium segment, thanks to its phone-based digital key tech.

Another interesting tidbit centers around the dealership experience. An attentive salesperson greatly increases the possibility of advanced technology being used properly. "The average vehicle model Net Promoter Score (NPS)¹ is higher for those owners who received dealer training for their advanced technologies than those who learned about them from outside sources," notes the study.

If you're in the market for a new SUV, the Escalade is worth considering. If you're after anything else, Genesis, Hyundai, and Kia could be the most satisfying options.