TROY—Car buyers say that new vehicle technologies are a major factor in car buying decisions. But on the other hand, they also confoundingly say that many new car owners don’t bother to use much of that great new technology.

That’s according to the recently released J.D. Power 2021 U.S. Tech Experience Index Study. Power analysts say the disconnect ends up being costly to automakers and buyers alike.

“New-vehicle prices are at an all-time high, partly as a result of an increased level of content,” said Kristin Kolodge, executive director of human machine interface at J.D. Power. “This is fine if owners are getting value for their money, but some features seem like a waste to many owners.”

The study finds that, for more than one in three advanced technologies, fewer than half of owners have used the technology in the first 90 days of ownership. Non-users most often say they don’t need these technologies. For example, 61% of owners say they have never used the in-vehicle digital market technology, and 51% of those saying they have no need for it. Owners feel similarly about the driver-passenger communication technology, with 52% saying they have never used the technology, and 40% of those saying they have no need for it.

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