Two thirds of drivers overwhelmed by new car technology
Tue, 18 Apr 2023
Many British car owners are overwhelmed by modern car technology and are missing out on the full potential of their vehicles, according to a survey by Hyundai.
The research, which surveyed 500 modern car owners, found that 68% felt overwhelmed by the capabilities of their car's technology, and 40% admitted that they didn't use it to its full potential.
The study also revealed that despite cars being the most expensive piece of technology that 86% of Brits own, most aren't making the most of it.
A separate poll of 500 British drivers showed that 65% of them don't use voice activation, 57% don't use heated seats, and 44% don't use remote engine starting, even though nearly a third (30%) use technology to feel safer in their cars and nearly two fifths (39%) desire more safety features.
According to the study, drivers have actively embraced other technology items in their lives. Over three-quarters (78%) of drivers said they were confident in engaging with the technology on their mobile phones, TVs (78%) and laptops and computers (67%).
However, when it came to using their car technology to its full potential, over half of the drivers admitted it was due to complete ignorance (55%), while others lacked confidence in using the tech properly (31%).
The study also revealed that some motorists only discovered some of the technology in their car six months after purchase (55%). The study's conclusions proved that the more drivers embrace the advanced technology in cars, the more pleasurable owning a car can be.
For example, 30% of those surveyed said they feel safer and 29% are more relaxed when using the technology in their car to its full advantage.
Dr Martha Newson, a cognitive psychologist who facilitated the consumer study, said that drivers should take more time to understand the tech available at their fingertips so that they don't miss out on safer, more comfortable, and more pleasurable experiences every time they get in the car. She also mentioned that the study shows that more than half of drivers are missing out on this experience.
The research also indicated that Gen Z takes more time and effort to learn how to use the technology available to them. People under 30 are significantly more likely to regularly use their car tech (78%), compared to people over 30, with those over 60 being the least likely to regularly use tech (63%).
According to the study, brands (27%), size (22%), and the technology within it (21%) are the biggest priorities for car buyers.
Hyundai Motor UK President Ashley Andrew urged drivers to embrace the technology available to them for a more pleasurable experience. He also mentioned that Hyundai will be launching an introductory guide for EV users this year, providing them with useful insights that will help them get started on their EV journey.
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