The Most Innovative Brand Is Genesis, With Hyundai Taking the Mainstream Win
The latest results from the J.D. Power 2025 US Tech Experience Index (TXI) Study have once again recognized Genesis as the top brand in the United States for innovation. This marks the fifth consecutive year that Genesis has held this title. Meanwhile, Hyundai continues to lead among mass-market brands, securing its position for the sixth year in a row. The study evaluates how well automakers integrate smart technologies into their vehicles and how these innovations affect user experience.
This year’s TXI study introduces a new category focusing on AI-based technologies designed to enhance the driving experience by anticipating driver needs. As the survey evolves, it provides valuable insights into how automakers can improve user experience across a range of features and compare themselves against competitors.
Smart technologies are not only becoming more intuitive but also reducing the cognitive load on drivers and improving ease of use. According to Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power, what matters most to vehicle owners is whether the technology enhances their driving experience and adds value.
Key Findings from the Study
One of the key findings is that certain smart technologies are beginning to improve vehicle initial quality scores, leading to higher overall user experience ratings. For example, some automakers use tech to automatically adjust heating, ventilation, and air conditioning to improve comfort and efficiency. Other vehicles offer unique features like the Chevrolet Corvette's front bumper lift system, which activates based on GPS triggers, or the Mercedes EQS, which learns where users commonly open the trunk and displays the appropriate button when parked.
These types of features are gradually improving user satisfaction, according to the latest TXI report. However, not all technologies are equally well-received. Blind spot camera mirrors, for instance, are highly valued by customers, with 93% using them frequently and 74% wanting them in their next vehicle. Despite their popularity, these systems are still not widely available across the industry, though they are featured in Hyundai, Kia, and Genesis models.
On the other hand, car wash mode—a relatively new feature—has had a negative impact on scores. When activated, this mode closes windows, turns off rain sensors, and folds in mirrors. However, users often find the functionality buried deep within infotainment menus, leading to frustration and delays. Improving instructions and streamlining the process could help increase adoption of this feature.
Challenges and Opportunities
Features involving biometric authentication and driver monitoring via facial recognition were found to drive the most reported problems in the study. This indicates that there is significant room for improvement in the performance and reliability of these systems.
Each automaker receives a score out of 1,000 based on the analysis of 40 automotive technologies divided into multiple categories. Genesis leads the premium segment with a score of 538, followed by Cadillac (526) and Lincoln (523). Among mass-market brands, Hyundai tops the list with a score of 493, followed by Kia (474) and Mitsubishi (471).
Automakers such as Chrysler, Ram, Jeep, Jaguar, Honda, and Mazda received lower innovation rankings.
Recent Innovations from Genesis
Genesis has been at the forefront of innovation in recent years. One notable development is the console-mounted UV sterilizer, which uses a powerful UV light to disinfect items like smartphones. This feature is available in models such as the Genesis G90.
Another innovation currently in development is a metal-coated windshield designed to defrost quickly in cold temperatures. This technology uses a special coating that can be powered by an EV’s high-voltage system, eliminating visible tungsten filaments and clearing frozen windows faster than conventional methods while using 10% less electricity.
Runners Up and Honorable Mentions
In addition to the main rankings, several vehicles received awards for specific features. The Land Rover Defender won a comfort and convenience award for its advanced air purification system. The Toyota Land Cruiser and Sequioa tied for the mass-market comfort and convenience award for their camera rearview mirror technology.
The Genesis GV80 earned the connected vehicle award for its phone-based digital key system, while the Hyundai Santa Fe received the same award in the mainstream category. The GMC Hummer EV SUV was recognized for its active lane change assist system, and the Santa Fe also received a driver assist award for its blind spot camera system. The Kia EV9 rounded out the awards with the best one-pedal driving system.
Exclusions and Methodology
Notably, Tesla and Rivian were excluded from this year’s study due to major product updates during the data collection period. The study relied on responses from over 76,000 new 2025 model-year vehicle owners surveyed between June 2024 and March 2025. The exclusion of these brands was likely due to the lack of consistent data or mixed results from their updated offerings.
No comments:
Post a Comment