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That Fancy Car Technology? Consumers Aren't Using It

This article is more than 8 years old.

Automakers have been topping themselves to come up with latest in dashboard technology, everything from automatic parking to on-demand guidance.

But they may be wasting their time and, more important, billions in development dollars. Consumers, it seems, may not want to drive mobile phones when they already own them.

The first Driver Interactive Vehicle Experience Report from J.D. Power and Associates found that at least one-fifth of consumers surveyed haven't even tried out most of the features on their cars.

The reasons ranged from "did not find it useful" to "it came as part of a package on my current vehicle and I didn't want it."

The survey took place from April through June, and included responses from more than 4,200 owners and lessors of new vehicles.

What are they doing instead? Kristin Kolodge, executive director of driver interactive research at J.D. Power, said in a statement that many prefer to simply use their cellphones and tablets.

For one thing, they're familiar with the device. For another, they trust their devices to be accurate, unlike some navigation systems that might route you into the woods or send you on a detour miles from your destination (as happened to me in Northern Michigan earlier this month).

The report looked at 33 different features found across a variety of cars. It discovered that 43 percent of owners never use in-vehicle concierge services, like OnStar. Another 35 percent never use their parking assistance systems.

And, one-third of those surveyed have never checked out in-dash apps.

Auto companies have only a 30-day window when buyers can test out the new features on their vehicles, says J.D. Power.

If they haven't tried them in the first month of ownership, they probably never will.

The finding comes as the average age of a vehicle on the road is the highest it's ever been, as I reported earlier this month. And, owners are keeping their new vehicles 6.5 years before trading them in, while the average used car buyer keeps their vehicle another five years past the age when they purchase the vehicle.

That means the latest version of the vehicle these buyers previously owned is likely to have significantly different features. And, if buyers switch vehicle types, they might need a complete update in order to get the most out of their cars and trucks.

Some analysts are wondering if there's a growing backlash among consumers against increasingly complicated cars. The average transaction price of a new vehicle more than $33,000, in part reflecting the cost of all those tech features.

The confusion and disinterest is taking place long before self-driving cars rife with assisted technology reach the roads.

Certainly, the J.D. Power survey shows there's some education needed by car companies and their dealers to make all those features pay off. Or, they'll have to think hard about the investments.

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