Car companies are facing growing consumer resistance to the proliferation of screens on their vehicle dashboards. Practically all major brands are installing increasingly large screens, which often extend beyond the driver's area and include the front passenger as well, in an attempt to justify higher prices.
However, many users do not place great value on this technology. Drivers are showing a growing preference for traditional physical buttons, which they consider more practical and intuitive to use while driving.
This trend contrasts with manufacturers' bets, which have invested significantly in digitizing cabins as a sales argument and differentiation from competitors.
A new study conducted by market research firm J.D. Power analyzes current model year vehicle owners' perceptions of these technologies, highlighting the disconnect between company strategy and actual consumer preferences.
