Most Popular Technology Trends according to J.D. Power

Three of the top Technology Trends that consumers most prefer in their next vehicle are related to collision protection, reduced overall burden, and enhanced safety of the vehicle and occupants.

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    man connecting phone with auto play to the car media system

Three of the top five technologies consumers most prefer in their next vehicle are related to collision protection, according to the J.D. Power 2015 U.S. Tech Choice Study. Technologies that reduce the overall burden of driving and enhance the safety of the vehicle and its occupants receive the most consumer attention.

Among the technologies consumers express most interest in having in their next vehicle are blind spot detection and prevention systems, night vision, and enhanced collision mitigation systems.

Manufacturers are coming out with some amazing technologies for safety. For example Toyota offers laser radar for pre-collision braking, lane departure alert and automatic high-beam (where your headlights are automatically dimmed when oncoming traffic is sensed) features. They also use millimetre-wave radar to detect pedestrians and apply brakes if needed at speeds of up to 80 km/h.

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These findings demonstrate growing customer acceptance towards the concept of the vehicle taking over critical functions such as braking and steering, which are the foundational building blocks leading to the possibility of fully-autonomous driving.

The only non-collision protection technologies to crack the top five are camera rearview mirror, which falls into the driving assistance category, and self-healing paint, a comfort and convenience category.

The inaugural study uses advanced statistical methodologies to measure preference for and perceived value of future and emerging technologies.

A total of 59 advanced vehicle features are examined across six major categories: entertainment and connectivity; comfort and convenience; collision protection; driving assistance; navigation; and energy efficiency.

Smartphones play an increasingly vital role in everyday life, and vehicle technology is beginning to mirror what is offered on those devices, yet Apple CarPlay and Google Android Auto technologies consistently have among the lowest preference scores across all generations.

Consumer preferences for Apple CarPlay and Android Auto are uniquely dependent on which smartphone they own. Those who currently own a smartphone that is compatible with one of these technologies would choose the technology compatible with their phone at only a moderate rate, while those with the opposite brand of smartphone will rarely, if ever, choose that technology.

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For example, Android owners indicate that Apple CarPlay is “unacceptable” nearly twice as often as they indicate that solar glass roof is unacceptable.

Similarly, Apple phone owners indicate that Android Auto is “unacceptable” nearly twice as often as solar glass roof.


  • Full self-driving automation technology, part of the collision protection category, is designed to perform all safety-critical driving functions and monitor roadway conditions. The younger generations (Gen Y and Gen X) have substantially higher preference for the technology than the older generations (Boomer and Pre-Boomer). The Pre-Boomer generation, in contrast, has a greater preference for lower levels of automation, such as traffic jam assist.
  • Blind spot detection and prevention has high preference across the range of vehicle price segments. In contrast, reverse auto braking systems have low preference across the vehicle price segments and preference wanes as vehicle prices increase.
  • Advanced sensor technologies, such as hand gesture controlled seats, biometric driver sensors or haptic touch screens have low preference.
  • Technologies in the navigation category have low preference across all vehicle price segments.

The 2015 U.S. Tech Choice Study was fielded in January through March 2015 and is based on an online survey of more than 5,300 consumers who purchased/leased a new vehicle in the past five years.

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