Skip to main content

J.D. Power finds voice assistants are becoming important for new car buyers

Image used with permission by copyright holder

What do people look for when they’re shopping for a new car? Safety, fuel efficiency and … voice assistants? According to a recent study conducted by J.D. Power, car buyers are taking an increased interest in having the virtual assistant they are familiar with using in their home and on their phone also present while they are on the road.

According to J.D. Power, voice assistants remain one of the top complaints for drivers. In-car systems seem to lack support for popular voice assistants, and the systems that do offer access to the A.I. have limited skills. That’s a disappointment for many drivers who would love to be able to keep their hands on the wheel and eyes on the road. Being able to do things like change the song, take a call, or dictate a text through a voice assistant should ideally make driving much safer.

There is already plenty of demand for voice assistants in cars, and most people want to interact with the assistant that they are already accustomed to. According to J.D. Power, 76 percent of respondents said they want the same brand of voice assistant in their next vehicle as they have in their home. That should allow preferences, settings, and commands to be universal no matter if you’re sitting in the living room or heading out on the road.

The presence of a voice assistant could even help influence a person’s next purchase. Nearly six in 10 respondents said they are more likely to buy a car from a certain company if the vehicle has the same voice service that they use at home. Those figures increased significantly for Generation Y and Generation Z respondents, which saw nearly 80 percent willing to give preference to a car with their favorite voice assistant.

Those findings from J.D. Power should be more than enough motivation for car manufacturers to integrate voice assistants like Alexa, Google Assistant, and Apple’s Siri into their systems at every opportunity. The companies behind those voice assistants already have offerings to try to get services into cars, including Amazon’s Echo Auto, Google’s Android Auto, and Apple’s CarPlay.

Editors' Recommendations

AJ Dellinger
AJ Dellinger is a freelance reporter from Madison, Wisconsin with an affinity for all things tech. He has been published by…
The Kia EV9 is being built in Georgia — making it a whole lot cheaper
Kia EV9 GT-Line Three Quarters

Kia has officially kicked off production of the EV9 electric SUV in Georgia. That's big news for a number of reasons. First, it makes the EV9 the first EV to be assembled in Georgia. Second, it means more solid jobs in the U.S. And third, it means that the well-priced electric SUV is about to get even cheaper.

The reason for the price decrease is simple -- by moving production of the EV9 to Georgia from Korea, the SUV will now qualify for the federal EV tax credit, bringing the total price of the vehicle down by a hefty $7,500. It was already one of the more affordable electric SUVs, but the big rebate makes it even more enticing.

Read more
Kia EV3 vs EV6: How does Kia’s new EV compare with its most popular?
White Kia EV3

The Kia EV3 is finally coming, and it could end up being Kia's most popular electric car. It is also quite likely to be Kia's cheapest EV to date, while still offering high-end features, great tech, and a solid range. But, of course, the EV3 will have to compete with other Kia electric cars -- like the much-loved EV6.

The Kia EV6 was Kia's first of its latest generation of electric cars. Essentially, it was built to prove the concept of electric cars for Kia, with a stylish and unique design and an excellent range. It's fast, too -- especially the Kia EV6 GT.

Read more
How are cars going to differentiate themselves when performance is a commodity?
Front three-quarters view of a 2023 Kia EV6 GT in a desert setting.

Cars seem to be simultaneously getting more exciting and more boring at the same time. Fifteen years ago, performance was the thing that set high-end cars apart from the rest. Sure, it’s important not to understate things like design and comfort, but ultimately, high-end cars were different because of their performance. But these days, you can get behind the wheel and hit the accelerator on a sub-$40,000 EV, and get to 60 seconds in only a little more than three seconds. That’s a level of power that only the most expensive cars of 15 years ago could approach.

Now, to be clear, driving dynamics are about a lot more than 0-to-60 times, and even I can easily fall into the trap of boiling performance down to that one number. To be fair, a point could be made that it’s an easy metric for most car buyers to understand, and that the nuances of steering dynamics and the feel of a car are largely indiscernible to most people. But the fact remains that the feel of the brakes and suspension, as well as the tuning of the engine or motors, all impact how a car is going to react when you get behind the wheel.

Read more