Daily Management Review

Half of the Money Expended in Car Technology is Lost being unused: Survey


Half of the Money Expended in Car Technology is Lost being unused: Survey
Half of the money, in billions, that auto makers are investing in new technology and features is going to waste as they are not being used by most vehicle owners reveals a survey conducted by J.D. Power and results of which released on Wednesday.

The survey was conducted with a selection of 33 technology features that the modern auto makers have installed in the cars. The surveyed reveals that more than 20% of new vehicle owners have never used 16 of the 33 technology features.

The survey was titled J.D. Power 2015 Driver Interactive Vehicle Experience Report that is aimed to evaluate the owner's experience with the features in the first 90 days of ownership of a new car or truck.

With the aim of increasing the safety and security of drivers and passengers, modern day auto makers have installed software and hardware technologies ranging from safety measures to seamless connectivity of smartphones and iPods to semi-autonomous driving with sensors and controllers in driver-assist technologies that steer, brake and accelerate to avoid a collision if the driver fails to act.

The survey report identifies the technologies that are not being used by new car owners. 43% of the people surveyed claimed that they never used in-vehicle concierge services and 38% of the respondents never made use of mobile routers. The survey also noted that 35% never use automatic parking systems, 33% never use head-up displays and 32% of the respondent never use built-in apps provided by their auto makers in the car or truck.

The survey was conducted among more than 4,200 vehicle owners and lessees after 90 days of new car ownership. The survey revealed that at least 20% of the owners do not want 14 high-tech features, that include Apple CarPlay and Google Android Auto, in-vehicle concierge services and in-vehicle voice texting, in their next car.

The new generation of car owners, the millennials are the ones who resist the use of driver assistive technology the most. 20% of the millennial owners claimed that they do not want at least 23 of the 33 technology features in their vehicles. Most of these features were related to the entertainment and connectivity systems.

The survey results surprised many car auto experts and auto manufacturers as the makers have claimed on several occasions that the new driver assistive technologies are being developed and incorporate dint the new cars to attract the younger buyers.

Ford, for example, says its Sync infotainment system is one of the reasons buyers chose its vehicles over the competition.

Owners tend to rely more on the simpler products like smartphone or tablet as they meets their needs, said Kristin Kolodge, executive director of driver interaction & HMI research at J.D. Power.

“They’re familiar with the device and it’s accurate. In-vehicle connectivity technology that’s not used results in millions of dollars of lost value for both consumers and the manufacturers,” Kolodge said.
But the survey also reveals that owners do not want to throw away all the technologies.

Technologies  that improves safety and performance are desired to be in the vehicles by owners, said Kolodge. These include technologies related to health diagnostics, blind-spot warning and detection and adaptive cruise control.

“The first 30 days are critical. That first-time experience with the technology is the make-it-or-break-it stage. Automakers need to get it right the first time, or owners will simply use their own mobile device instead of the in-vehicle technology,” Kolodge said.
(Source: http://www.freep.com)

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