The J.D. Power 2015 Driver Interactive Vehicle Experience Report has revealed just how few owners are fully utilising the advanced in-car technologies currently being employed by the world’s automakers.

The report discovered that at least 20 per cent of owners of new vehicles haven’t used over half of the technology features available. Expanding on this, 43 per cent of respondents revealed that they didn’t use their vehicle’s concierge service, 38 per cent didn’t use the mobile routers with automatic parking systems (35 per cent), built-in apps (32 per cent) and head-up display (33 per cent) amongst the next most underutilised technologies.

Discussing the results, executive director of driver interaction & HMI research at J.D. Power Kristin Kolodge said “In many cases, owners simply prefer to use their smartphone or tablet because it meets their needs; they’re familiar with the device and it’s accurate. In-vehicle connectivity technology that’s not used results in millions of dollars of lost value for both consumers and the manufacturers.

“The first 30 days are critical. That first-time experience with the technology is the make-it-or-break-it stage. Automakers need to get it right the first time, or owners will simply use their own mobile device instead of the in-vehicle technology,” Kolodge said.

Every year, automakers are investing billions into developing and implementing new in-vehicle technologies. These results show that automakers still have some way to go before their vehicle’s features are utilised fully.

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