New JD Power study about vehicle technology training

Dealers play a vital role in whether car buyers use the latest in-vehicle technology, even if the customers know it’s in their new purchases.

So says Kristin Kolodge, J.D. Power’s director-driver interaction and HMI research. The firm today released results of its first Tech Experience Index Study that measures owners’ use and interaction with driver-centric technology within 90 days of purchase.

“The dealer plays a critical role in whether or not a technology is used,” Kolodge says. “When the dealer takes the time to explain the technology or provide a demonstration, it not only makes the owner aware they have the technology, but also helps them understand how to use it, which means they are more likely to use it, continue to use it and, because they see the value, want it in their next vehicle.”

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