Automakers are overthinking it. The tech that car owners appreciate most is the one that goes unnoticed. JD Power's latest survey of 68,084 owners of new 2026 model-year vehicles found that features like smart ignition and HVAC systems, which require minimal driver attention, are the biggest winners. Passenger screens, meanwhile, are a miss.

More than a third of owners who have a passenger screen report never using it, and only 6% use it every time they drive. It's like having a fancy coffee machine you never turn on.

Hands-free driving, or Level 2 Plus automation, is also struggling to win over the public. Despite higher levels of automation, these systems are not necessarily more satisfying, with slightly more problems per 100 vehicles than simpler Level 2 systems.

So, car manufacturers, if you want to keep customers happy, focus on tech that makes driving simpler, not more complicated. Your passengers (and drivers) will thank you.