Automakers’ investments in advanced in-vehicle technology pay off, with Genesis and Hyundai again topping J.D. Power’s 2025 U.S. Tech Experience Index (TXI) Study. Genesis ranks highest overall for innovation for the fifth consecutive year, while Hyundai leads mass-market brands for the sixth year in a row.
Now in its 10th year, the TXI Study evaluates how effectively manufacturers bring new technologies to market – measuring adoption, execution, satisfaction and reported problems. This year’s update introduces a new smart-vehicle category that captures the growing use of artificial intelligence (AI) to address driver needs and reduce complexity.
Smart Vehicle AI Highlights
Buyers cite smart ignition, personalized climate control and driver preference recognition among the top 10 positive features with low problem rates.
“Smart technologies appear to not only anticipate the driver’s needs but also reduce the cognitive workload and some of the difficulties that drivers face with digital systems,” says Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power.
Where Automakers Face Challenges
The study also points to opportunities for improvement. Owners say car-wash mode, which turns off automatic wipers, closes windows and otherwise prepares the car for a wash, frustrates them because of buried menus and slow response.
But customers are warming to other technologies, such as in-vehicle payments. Sixty-two percent of owners say they want the ability to pay for fuel, charging, parking or tolls directly through their vehicle.
Technologies That Drive Adoption
Manufacturers can further help to satisfy buyers by making recognition-technology improvements. Respondents cite biometric authentication, touchless controls and driver monitoring systems as technologies with high problem rates.
Survey respondents are especially interested in safety-focused features. Their preferred technologies include blindspot cameras, with 93% of owners using them consistently and nearly three-quarters saying they want them on future vehicles.
Automaker Rankings and Awards
Premium brands: Genesis led with a score of 538, followed by Cadillac (526) and Lincoln (523)
Mass market brands: Hyundai ranked first with 493, followed by Kia (474) and Mitsubishi (471)
J.D. Power also recognized standout models by category:
Comfort & Convenience: Land Rover Defender (premium, advanced air purification); Toyota Land Cruiser and Toyota Sequoia (mass market, camera rear-view mirror)
Connected Vehicle: Genesis GV80 (premium, phone-based digital key); Hyundai Santa Fe (mass market, digital key)
Driver Assist: GMC Hummer EV SUV (premium, active lane change assist); Hyundai Santa Fe (mass market, blindspot camera)
Electric Vehicle: Kia EV9 (mass market, one-pedal driving)
The TXI Study is based on surveys of more than 76,000 owners of 2025 model-year vehicles after 90 days of ownership.
