Genesis is the top ranking automotive brand in the 2025 J.D. Power Tech Experience Study. It marks the brand's fifth consecutive year to rank highest overall. Its sibling Hyundai takes top honors in the mass-market segment.
The annual J.D. Power study evaluates user experiences with advancing automotive innovation. This year, J.D. Power added a new smart vehicle category that reflects the growing use of AI artificial intelligence (AI) in vehicles. It evaluated seven AI-based technologies designed to enhance the driver experience by anticipating their needs. Researchers say several smart technologies, including smart ignition, climate control and driver preferences, rank among the top 10 in the study for both low problems experienced and high customer satisfaction.
“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,” said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power. “Ultimately, what matters most to vehicle owners—and therefore to automakers and suppliers—is how useful the technology is and whether it enhances their driving experience. While smart technologies are not without issues, they represent a meaningful step forward. Continued development will be essential to address current challenges and maximize their effectiveness.”
Following are some key findings of the 2025 study:
- Smart technologies can improve vehicle quality and satisfaction scores: Researchers report that certain smart technologies are beginning to positively affect initial vehicle quality scores. For instance, smart climate control systems—which can automatically adjust the vehicle’s heating, ventilation, and air conditioning (HVAC) system to improve comfort and efficiency—have shown a notable improvement year over year in user experience, with a reported drop of 6.3 problems per 100 vehicles (PP100), according to the J.D. Power 2025 U.S. Initial Quality Study (IQS). This reduction in issues has also driven higher satisfaction in the J.D. Power 2025 U.S. Automotive Performance, Execution and Layout (APEAL) Study among users who have this feature. J.D. Power says this offers a much-needed workaround to address the increasing complexity of climate controls being migrated into the infotainment system.
- Car wash mode a shiny promise with muddied execution: Car wash mode, a new feature tracked in the TXI Study this year, is intended to automatically prepare the vehicle to go through a car wash, initiating actions such as closing all windows and disabling the windshield wipers, among others. While it sounds good in theory, J.D. Power says it's often buried within the infotainment system, making it difficult to find. The result: delays and frustration, especially when in line at a car wash. This results in more than one-third (38%) of owners who say they need better instructions to use it. Another 15% say the feature is too slow to perform the necessary tasks to prepare the vehicle for a wash. Ultimately, researchers say despite its potential benefits, the complicated accessibility of the car wash mode and lack of user guidance are preventing it from becoming a widely adopted feature.
- In-vehicle payments making a comeback: J.D. Power says previous executions of in-vehicle shopping and payment systems within the infotainment system have been hindered by limited app offerings, complex interfaces and lengthy purchasing processes, all of which have contributed to low adoption. However, in-vehicle payment capabilities are now gaining interest, with 62% of owners expressing a desire for this feature. At present, the most common uses are paying for charging, fuel, parking and tolls. “The next generation of in-vehicle shopping and payment systems has the potential to succeed if automakers focus on convenience purchases that directly enhance the vehicle experience, such as parking and fuel, and design access within the infotainment system to be simple and user-friendly,” Rizk said.
- Recognition technologies now next challenge drivers face: Owners’ perceptions of vehicle quality have shifted from broken components to issues with usability, mainly due to complex infotainment and advanced driver assistance systems (ADAS). Currently, J.D. Power says problems increasingly focus on technology requiring connectivity. In the future, according to findings in the TXI Study, the next evolution of vehicle quality problems owners will likely face will be related to inconsistent performance of recognition and authentication technologies. These technologies include: biometric authentication (29.2 PP100); touchless or hidden controls (19.6 PP100); and direct driver monitoring (19.4 PP100), which are the technologies with the highest number of problems reported in the TXI Study. As automakers navigate challenges with recognition technologies, researchers say the focus must remain on ensuring that advancements enhance—rather than hinder—the overall driving experience.
- Blind spot camera is a customer must-have technology: A large majority (93%) of customers say they use the blind spot camera most of the time, and 74% say they desire the feature in a future vehicle. Notably, J.D. Power says vehicles that include this feature also spend less time on dealer lots compared with those that lack it.
Highest-Ranking Brands
- Genesis ranks highest overall and highest among premium brands for innovation for a fifth consecutive year, with a score of 538 (on a 1,000-point scale). Cadillac (526) ranks second and Lincoln (523) ranks third.
“At Genesis, we pride ourselves in making vehicle ownership a personalized experience by treating every customer as our ‘Son-nim,’ or honored guest,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “We prioritize offering intuitive technologies that enhance the driving experience and are tailored to consumer needs. We’re delighted that these efforts have been recognized by our customers for five consecutive years.”
- Hyundai ranks highest among mass market brands for innovation for a sixth consecutive year, with a score of 493. Kia (474) ranks second and Mitsubishi (471) ranks third.
“We appreciate this recognition because it demonstrates our focus that the best tech disappears into the drive, feeling natural from day one, building confidence behind the wheel, while continuing to be updated throughout the vehicle’s life,” said Olabisi Boyle, senior vice president, product planning and mobility strategy, Hyundai Motor North America. “We do this in service of a drive that is safer, smoother, and more satisfying. Hyundai’s continued success in the TXI Study highlights its mission to democratize advanced technology, making premium innovations widely accessible to mass-market customers.”
Advanced Technology Award Recipients
As far as specific tech goes, the study evaluated 40 different automotive technologies, which are divided into five categories: comfort and convenience; connected vehicle; driver assist; electric vehicle; and smart vehicle. The smart vehicle category is not award eligible this year. Here's a look at which vehicle technology won each category:
Comfort and Convenience
- Land Rover Defender is the premium model receiving the comfort and convenience award for its advanced air purification system.
- Toyota Land Cruiser and Toyota Sequoia, each in a tie, are the mass market models receiving the comfort and convenience award for camera rear-view mirror technology.
- Genesis GV80 is the premium model receiving the connected vehicle award for phone-based digital key.
- Hyundai Santa Fe is the mass market model receiving the connected vehicle award, also for phone-based digital key.
Driver Assist
- GMC Hummer EV SUV receives the award for driver assist in the premium segment for active lane change assist.
- Hyundai Santa Fe receives the award for driver assist in the mass market segment for its blind spot camera.
Electric Vehicle
- Kia EV9 receives the award for electric vehicle in the mass market segment for one pedal driving. The premium segment in the electric vehicle category is not award eligible this year.
“Kia’s recognition in this year’s J.D. Power TXI Study reinforces our commitment to making advanced technologies accessible, intuitive, and impactful for everyday drivers,” said Mike Wilde, Director of Product Planning and Pricing, Kia America. “The EV9’s One-Pedal Driving feature is a perfect example of how Kia blends innovation with real-world usability, ensuring our customers experience both the joy of driving and the benefits of cutting-edge electric vehicle technology.”
About the Study
Now in its 10th year, the J.D. Power U.S. Tech Experience Index (TXI) Study provides automakers with valuable insights into the technologies consumers find most desirable and effective. The 2025 study evaluated 76,230 survey responses across 36 brands after 90 days of ownership. The study was fielded from June 2024 through May 2025 based on vehicles registered from March 2024 through February 2025.