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J.D. Power 2025 Japan Automotive Technology Experience Survey Results

In a recent announcement, J.D. Power Japan, an international consulting firm renowned for customer satisfaction research, unveiled the results of their 2025 Automotive Technology Experience Index (TXI) survey. This annual survey, which analyzes the user experience of various advanced automotive technologies, highlights the growing adoption and reliance on these cutting-edge features among car owners in Japan.

Significant Trends in Advanced Technology Adoption

The findings indicate that the overall innovation ranking by brand shows Lexus maintaining its top position for three consecutive years with a score of 597 points. Subaru continues to lead in the mass-market segment, securing its place in the top spot for five years with a score of 541 points. This consistent performance reflects the commitment of these brands to integrating advanced features that meet consumer satisfaction criteria.

When examining the adoption rates of advanced features, it was noted that the percentage of users utilizing these technologies mostly stayed consistent with the previous year. Out of the 18 features assessed, 12 showed slight increases in adoption rates, while four remained unchanged. A further breakdown revealed that mainstream brands exhibited a rise in 9 features, while luxury brands saw an uptick in 13 features. However, for kei cars, only three features achieved a modest increase.

Rising Utilization Rates

The survey revealed a notable increase in experienced utilization rates. Out of the 16 evaluated features, 15 demonstrated higher usage rates compared to the previous year. The in-car dash cam emerged as the most utilized feature, with a remarkable 95% adoption rate. In contrast, the external power supply recorded the lowest utilization at 61%. The highest execution index — a measure of effectiveness and consumer satisfaction — was observed for the external power supply, charging schedule management, and one-pedal drive, which are predominantly features of electric vehicles (EVs).

Re-evaluating Features

Looking ahead, the features that respondents expressed the strongest intention to equip next include the in-car dash cam (58%), followed closely by external power supply (49%) and charging schedule management (45%). However, features like facial recognition (18%) and remote parking assist (24%) received the lowest interest, prompting suggestions for reconsideration or potential discontinuation. The execution indexes for these, particularly facial recognition (788 points) and remote parking (767 points), demonstrate their underwhelming performance, indicating a need for re-evaluation.

Notable Awards and Rankings

The survey's comprehensive innovation awards recognize Lexus as the top brand overall and Subaru in the mass-market category. This recognition illustrates the commitment of these companies to integrating innovative features that resonate with consumers.

Understanding the Survey Methodology

Conducted between May and June 2025, the TXI survey gathered insights from 20,101 respondents aged 18 and above who had purchased new vehicles within the last 2 to 13 months. Utilizing internet-based research, the study captured consumer experiences regarding various advanced driving support functionalities, assessing both equipment availability and any issues encountered while using them. The culmination of this information led to the computation of the execution index, aimed at evaluating how rapidly and effectively these brands are introducing new technologies to the market.

The 18 advanced features evaluated encompassed:

• - Comfort and Convenience: Digital rearview mirrors, in-car dash cams, facial recognition, fingerprint recognition, gesture control, and exit safety assist.
• - Driving Assistance Technologies: Active driving assistance, active lane change assist, cornering speed assist, direct driver monitoring, front cross-traffic warnings, and remote parking assist.
• - Electric Vehicle Features: External power supply, charging schedule management, and one-pedal drive.
• - Connected Features: AR displays and smartphone digital keys.
• - Smart Vehicle Features: Smart glass sunroofs.

For anyone interested in the full details and methodology of the survey, further information can be found at J.D. Power Japan.

In conclusion, the survey results underscore not only the increasing reliance on advanced automotive technologies but also highlight the areas where user interest may be lagging. The insights provided by J.D. Power serve as a valuable guide for manufacturers and consumers alike looking to navigate the evolving landscape of automotive innovation.