Too Much Tech Can Be a Turnoff for Drivers, New Study Finds

More isn’t necessarily better when it comes to vehicle tech, a new J.D. Power study reveals. In fact, drivers favor technology that simplifies the driving process over higher-tech features that can increase behind-the-wheel complexity.

The tech feature that drivers most favored in the study was smart ignition technology. Passenger screens were the least satisfactory tech feature, the study found.

As more automakers incorporate touchscreen technology into more models, multiple global studies are spotlighting the potential risks of motorists interacting with touchscreens while driving. And while many insurers offer discounts for safety technology — like lane-departure warnings and cross-traffic alerts — rating models generally don’t account for the impact of touchscreens on driver performance and safety.

Having a touchscreen in your car may affect the cost of physical damage coverage, but “as for increased liability exposure, it hasn’t come up yet,” said Buddy Parkhurst, a digital insurance agent with insurance-comparison platform Insurify.

Tech that wins with drivers

Smart ignition technology that turns vehicles on or off based on driver activity is the most satisfying tech feature for drivers, according to the J.D. Power 2026 U.S. Tech Experience Index (TXI) Study. The feature is also among the tech bells and whistles that cause the fewest problems.

Conversely, drivers are most dissatisfied with passenger screens, which are common in premium vehicles, the auto data and intelligence firm reported. More than a third (35%) of drivers who own vehicles with passenger screens said they’ve never even tried to use the feature.

The takeaway for auto manufacturers, said Doron Hikry, J.D. Power’s director of customer success, is “more automation and additional screens don’t necessarily translate into a better experience.”

“For automakers, the opportunity is to prioritize technology that makes driving simpler, not more complicated,” Hikry said in a press release.

Does too much tech make drivers less safe?

J.D. Powers’ report doesn’t make a judgment call on how tech, especially touchscreens, affects driver safety. But multiple global studies point to dashboard touchscreens being increasingly problematic.

A joint University of Washington and Toyota Research Institute study found that when test drivers interacted with screens in behind-the-wheel simulations, both their driving and their screen efficiency suffered. Drivers drifted in their lane 42% more often when using touchscreens and were 58% slower and less accurate in their screen interactions.

And when researchers added in memory tests that mimicked the mental demand of traffic conditions and other distractions, drivers’ tendency to reach for controls before looking at them jumped from 63% to 71%, the study found.

University of Toronto researchers compiled findings from 73 different studies on vehicle touchscreens.

“Touchscreens,” they wrote, “tend to perform worse than physical/voice control with some exceptions.”

The researchers concluded that touchscreens negatively affected drivers’ performance, visual attention, ability to perform secondary tasks while driving, and how safe they felt behind the wheel.

What’s next? Vehicle technology and car insurance premiums

While individual driving records have the greatest effect on car insurance premiums, vehicles also influence pricing. Generally, the more expensive a vehicle is to repair or replace, the more it will cost to insure. That’s why new and high-value vehicles tend to come with higher auto insurance rates.

Many insurers discount rates for vehicles with technology features that can improve driver and passenger safety, like collision avoidance and lane-departure warnings. Anything that helps drivers avoid a crash can also reduce their likelihood of filing a claim, saving money for their insurer in the long run.

So far, Parkhurst noted, agents haven’t seen signs that insurers are considering touchscreens as potential liability risks. If anything, he said, they could affect full-coverage premiums.

“Some vehicles now have screens that run the entire length of the dash. Replacing a screen or unit of that size will be costly,” Parkhurst said. “This will impact the price of your physical damage coverage — your comprehensive and collision — without a doubt.”

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