Americans want their cars a little dumber

Automakers should pump the brakes and stop feeding their vehicles Limitless pills, according to a growing number of US consumers.

The share of Americans with positive feelings about the intuitiveness of their car’s tech and overall controls has fallen from 79% to 56% between 2015-2024, per recent data from market-research firm Strategic Vision.

• Similar declines in sentiment have also been recorded for vehicle dashboard displays, screen interfaces, and the layout of the instrument panel.

Too smart for their own good?

Overall, drivers are still happy with the current technology in cars. But new features are becoming less intuitive and easy to understand compared to something like the iPhone, says Strategic Vision President Alexander Edwards.

There’s also a bevy of other issues:

• Price & resale value: Cars with pricier technology cost more up front and also carry less value in the used market compared to base models, with an average depreciation of ~$50/month according to J.D. Power.
• Bugs & glitches: The rate of issues with EV owners’ door handles – which are increasingly equipped with sensors – has risen from 0.2 per 100 vehicles in 2020 to 3.1 per 100 vehicles last year.
• Repair costs: Relatively minor accidents can carry outsized repair bills when high-tech cameras and sensors are involved. ~25% of all car repairs last year involved a sensor recalibration, at an average additional cost of ~$600, per auto insurer technology provider Mitchell.

🤩 Not all tech is considered bad. Drivers are most enthusiastic about vehicle features like wireless phone-charging pads, rain-sensing wipers, heated and ventilated seats, and built-in vacuum cleaners, according to recent surveys by market-research firm AutoPacific.