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August 25, 2023

Hyundai Leads, Mazda Languishes In Tech Leadership Study

Hyundai and Hyundai’s premium brand, Genesis top every other carmaker when it comes to in-car tech experience while Mazda languishes at the bottom. This is affording to the latest 2023 Tech Experience Index Study or TXI Study.

The 2023 J.D. Power Tech Experience Index (TXI) Study is based on responses from 82,472 owners of new 2023 model-year vehicles who were surveyed after 90 days of ownership. The study was fielded from February through May 2023 in the United States.

The TXI Study combines the level of adoption of new technologies for each brand with excellence in execution. The execution measurement examines how much owners like the technologies and how many problems they experience while using them. It is seen as a complement to the J.D. Power U.S. Initial Quality Study (IQS) and the J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study in that it measures how effectively each automotive brand brings new technologies to the market.

The study analyzed 40 automotive technologies in four categories: convenience; emerging automation; energy and sustainability; and infotainment and connectivity.

Using a 1,000-point scale, Genesis tops the ranking with a score of 656. Only eight other brands scored above the industry average of 503: Hyundai (547), Cadillac (533), Lexus (533), BMW (528), Kia (528), Mercedes-Benz (522), Volvo (509), and GMC (505).

The bottom-ranked brands are Mitsubishi (440), Chrysler (436), Dodge (424), Jaguar (411), and Mazda (394).

Despite Hyundai and Genesis’ strong showing, the J.D. Power TXI Study reports that disruptors are coming. Although Battery Electric Vehicle (BEV) owners report, on average, 4.2 more problems per 100 vehicles than owners of internal combustion engine vehicles, they do significantly outpace legacy automakers when it comes to tech. For example, Tesla and Polestar may not meet the study award criteria, but in their limited sample size, they rocket ahead with a score of 773 and 591, respectively.

In terms of tech, biometrics continue to leave owners unimpressed. The study has found that in terms of accuracy, biometrics that monitor behavioral characteristics (e.g., eye movement) are less problematic than those that monitor physiological characteristics (e.g., facial recognition) but are more annoying. Regardless of the biometric type, owners say they do not consider them to be useful (fingerprint reader rating of 7.24 (on a 10-point scale); facial recognition 7.48; and direct driver monitoring 7.75). Despite continued usage, biometric technologies have low desirability in terms of owners wanting them in their next vehicle compared with other advanced technologies.

Also, usage of Advanced Driver Assist Systems or ADAS is declining year over year, signaling that carmakers aren’t doing enough to provide a positive customer experience so that trust and usefulness aren’t negatively affected. Among owners who say they use specific technologies all the time, usage of many safety and advanced driver assist systems (ADAS) technologies have declined slightly year over year, most notably reverse automatic emergency braking (-4 percentage points); safe exit assist (-3); and automatic emergency steering (-3).

When it comes to specific in-car technology, the following vehicles were given special citations:

  • Chevrolet Corvette is the premium model receiving the convenience award for ground view camera technology. Toyota Sequoia is the mass market model receiving the convenience award, also for ground view camera technology.
  • Genesis GV80 is the premium model receiving the emerging automation award for front cross traffic warning. Hyundai Palisade is the mass market model receiving the emerging automation award for reverse automatic emergency braking.
  • BMW iX receives the award for energy and sustainability in the premium segment for one pedal driving. Mini Cooper receives the award for energy and sustainability in the mass market segment, also for one pedal driving.
  • BMW 3 Series receives the award for infotainment and connectivity in the premium segment for augmented reality display. Chevrolet Tahoe (streaming-based entertainment) and Hyundai Sonata (phone-based digital key) each rank highest in a tie for infotainment and connectivity in the mass market segment.


  1. Poor Mazda. Too busy promoting their ALL SUV lineup.

    1. Simple, why not have Toyota grab Nissan (plus Infiniti and Mitsubishi) out of Renault's umbrella in exchange for Toyota to drag Yamaha, Hino, Daihatsu, Lexus, Subaru, Mazda, Suzuki and Isuzu out of business like how Ford did the same way with Edsel and Mercury and General Motors (GM) with Geo, Oldsmobile and Pontiac? Seems that its even easier to believe that a myriad of car people still think Mazda being a part of Ford than Toyota, just look at the parts of older 1980s-early 2010s Mazdas and they share with that of mechanically-identical Ford cars meaning availability still persists even though they already end up getting scarce as well. (Look at the Ford Laser/Lynx with Mazda 323, Ford Escape with Mazda Tribute/Mazda MPV and Ford Focus with Mazda3 anyway.)


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