Consumer perception and satisfaction with in-car technology in China has reached an all-time high, according to the J.D. Power 2025 China Tech Experience Index Study, released on Thursday.
The industry-wide index rose to 588 points on a 1,000-point scale—up 38 points from 2024—driven by growing feature penetration and improved user perception across both internal combustion engine and new energy vehicles.
The study, now in its sixth year, evaluates how effectively automotive brands introduce and execute new technologies, based on two equally weighted components: the Technology Execution Index and the Market Depth Index.
The latter posted a record 80-point gain, reflecting broader adoption, particularly in the NEV segment, which surged 86 points year over year.
Despite the progress, the findings also reveal a new challenge: user expectations are outpacing execution quality.
For the first time, the rate of problems reported with advanced features has grown faster than the rate of feature adoption, averaging 10.7 issues per 100 features (PP100). Usability concerns, especially in intelligent cockpit systems, now account for over a third of reported problems.
According to Elvis Yang, general manager of auto product practice at J.D. Power China, the 2025 results signal "a turning point in China's automotive intelligence development".
He noted that the market is transitioning to what J.D. Power calls the second phase of smart vehicle adoption, marked by shifting consumer priorities.
"Vehicle owners are no longer paying for feature quantity, but instead expecting a better experience," Yang said.
He added that while user interface designs are becoming increasingly similar across brands, advanced driver assistance systems are nearing a critical inflection point. Building user trust and safety will be essential to wider adoption, he said.
The report also highlights rising consumer demand for AI-driven features, with expectations moving beyond basic commands toward more intuitive, scenario-specific applications.
Among brand rankings, Mercedes-Benz led the premium ICE category with a score of 622, while NIO topped the premium NEV segment at 714. In the mass market, Lynk &Co ranked highest among ICE models (615), and ZEEKR led the NEV segment (716).
Individual technology awards were also handed out. Notably, the BMW X5 earned recognition for both active parking assist and built-in navigation, while the BYD Yuan Plus stood out for its phone-based digital key.
The 2025 TXI Study reflects feedback from over 38,000 vehicle owners across 81 Chinese cities, covering 254 models from 80 brands, and continues to serve as a benchmark for technology development and user-centered innovation in the automotive sector.
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