Hold the Tech, Please

Tech features in new cars are being ignored by a significant number of buyers who find them useless, didn't know their car had them or simply don't want them, according to a new consumer poll from J.D. Power.

The market research firm's first-ever Driver Interactive Vehicle Experience Report says at least 20% of owners ignore half of the 33 tech features measured. Power notes that 14 features are specifically "unwanted" by at least 20% of owners.

Features most likely to be ignored are in-car concierge services (43%), trip routers (38%), automatic parking systems (35%), head-up displays (33%) and built-in infotainment apps (32%).

The list of specifically unwanted features cited by at least 20% of owners includes wireless smartphone integration (ApplePlay and Google Android Auto), voice texting, in-car concierge services, adaptive cruise control, health diagnostics and blind-spot warning systems.

The most common reasons cited for rejecting features are that they aren't useful or were an unwanted item included in an option package.

Power notes that consumers are more likely to ignore a feature if their dealer doesn't explain how to use it. The firm adds that consumers are most likely to want in-car features they can't get on their smartphone.