Creeping Featuritis: Car Makers Spend Billions on Tech Features Drivers Don’t Use

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JD Power survey finds motorists are not using many of the technology features offered by carmakers.

Automakers have spent billions of dollar with extra features, but do motorist even want them, or use them. Based on a study of 4,200 buyers and lessees of both premium and non-premium vehicles after 90 days of ownership, finds that 20% of new-vehicle owners have never used 16 of 33 of the technology features measured in the report.

• 43% said they would never use in-vehicle concierge services

• 38% said they never use mobile routers for wireless Internet connectivity

• 35% said they never use automatic parking services

• 33% never use head-up display

* 32% never use built-in apps

JD Powers also discovered at least 20% of new-vehicle owners indicate they don’t want 14 of 33 technology features in their next vehicle.

According to the JD Powers report, when dealership staff members don’t explain and demonstrate features during the delivery process, there is less likelihood that the feature or technology will ever be used by the motorist.

Are automakers ahead of the curve, intelligently anticipating what users want, or are they just adding a bunch of useless features for vehicles like wild shots in the dark.

See also …
JD Power New-Vehicle Owners Fail to Use Many New Technology Features

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