Some alerts on Advanced Driver Assistance Systems (ADAS) are so annoying or bothersome that many drivers disable the systems and may try to avoid them on future vehicle purchases, according to the J.D. Power 2019 U.S. Tech Experience Index (TXI) Study. This is a major concern for automakers keen to market these lucrative technologies and pave the way for more highly automated vehicles in the future.

“Automakers are spending lots of money on advanced technology development, but the constant alerts can confuse and frustrate drivers,” said Kristin Kolodge, Executive Director of Driver Interaction & Human Machine Interface Research at J.D. Power. “The technology can’t come across as a nagging parent; no one wants to be constantly told they aren’t driving correctly.”

A prime example of this is lane-keeping and centering systems. On average, 23% of customers with these systems complain that the alerts are annoying or bothersome. This ranges from just 8% for one domestic brand to more than 30% for a couple of import brands.

For these owners, 61% sometimes disable the system, compared with just 21% of those that don’t consider the alerts annoying or bothersome. Owners wanting the feature on their next vehicle ranges from 63% for those that consider the alerts annoying or bothersome to 91% for those who do not.

Kolodge also points out the significant differences across brands. “Some brands are succeeding at making their safety technology effective without being overbearing. Some are good at one aspect but weaker at another, and some are struggling with both. This is why one brand has 90% of its customers wanting lane-keeping/centering on their next vehicle, while another brand has just 59% of its customers saying the same thing.”

Overall satisfaction with new-vehicle technology ranges widely across the vehicles in the study. The best-performing vehicle in the study is the Kia Stinger, scoring 834 (on a 1,000-point scale). The overall average is 781, with the lowest-scoring model achieving just 709.

The study, now in its fourth year, measures owners’ experiences, usage and interaction with 38 driver-centric vehicle technologies at 90 days of ownership. The major technology categories analyzed in the study are entertainment and connectivity; collision protection; comfort and convenience; driving assistance; smartphone mirroring; and navigation.

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