A study conducted by J.D. Power, named the 2026 Tech Experience Index (TXI), suggests that the more screens in cars, the greater the dissatisfaction among owners. The research analyzed 40 embedded technologies in 68,084 2026 model vehicles after 90 days of use in the United States.
The results contradict industry trends, indicating that the most eye-catching features are often those that generate the least satisfaction. A notable example is the screen intended for the front passenger, common in luxury models. Among owners who have this feature, 35% reported never having used it, and only 6% use it on all trips. Furthermore, this technology registered 21.3 problems per 100 vehicles, classifying it among the most problematic in the survey. Another study by the consultancy pointed out that cars equipped with such screens had more initial multimedia system failures.
In contrast, more discreet functions received high approval. Smart start, which manages the vehicle's on/off based on the driver's action, achieved the highest overall satisfaction, with only 2.4 problems per 100 vehicles. Automatic climate control was also well rated.
Doron Hikry, Director of Customer Success at J.D. Power, commented that 'the technology customers value most is usually the one they barely notice because it simply works.'
This preference pattern extends to driving assistance systems. Level 2 systems, which keep hands on the steering wheel, were rated better in execution and overall experience than Level 2+ systems, which allow hands to be removed in certain circumstances, even if the latter presented a slightly lower number of failures. For Hikry, this demonstrates that drivers feel safer with systems that assist them clearly, rather than those that drastically increase the degree of automation.
In the manufacturer ranking, Cadillac led the overall index with 641 points per thousand. Hyundai maintained the first position among popular brands for the seventh consecutive year, reaching 524 points, surpassing the group average, which was 443 points.
The topic is gaining relevance in Brazil, given that in August, Contran published Resolution No. 1,030/2026. This resolution modifies the 2007 standard, allowing the display of movies, series, and videos on the front screen while the car is moving, provided the technology ensures that the driver cannot see the images, regardless of seat adjustment. Screens visible to the driver remain limited to navigation and driving support information, and those facing the rear seats remain free, as before.
In the Brazilian scenario, this feature is still uncommon and restricted to high-cost models, such as the RAM 1500 Tungsten and the Jeep Grand Cherokee. Abroad, alternatives already exist; for example, in the redesigned BMW 7 Series, the 14.6-inch passenger screen is a standard item.