A new JD Power survey of new car owners finds that drivers are happiest with in-car technology they barely have to think about, while resenting features that add screens or complexity without clear benefit. The findings suggest automakers pushing ever more elaborate tech and displays may be misjudging what actually improves the ownership experience, with simplicity and reliability mattering more to customers than flashy additions.

JD Power surveyed 68,084 owners of 2026 model-year vehicles after 90 days of ownership across 40 technologies. Smart ignition, which starts and stops the car automatically based on driver behaviour, topped satisfaction rankings with just 2.4 problems per 100 vehicles, while passenger-seat screens rated worst, with over a third of owners saying they had never used theirs and only 6% using them every drive. Hands-free "Level 2 Plus" systems, such as Tesla's Full Self-Driving and GM's Super Cruise, also underperformed simpler Level 2 driver-assist systems in owner satisfaction, despite offering more automation, indicating that convenience and low friction matter more to drivers than cutting-edge capability.