Hyundai named top mass-market brand for the sixth consecutive year in J.D. Power's 2025 U.S. Tech Experience Index Study, showcasing its leadership in automotive technology.
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| Hyundai leads the automotive industry in tech innovation, securing the top spot in J.D. Power’s 2025 U.S. Tech Experience Index for six consecutive years with advanced features. Image: Hyundai |
Fountain Valley, California, United States — August 21, 2025:
Hyundai has once again been named the top mass-market brand in the J.D. Power 2025 U.S. Tech Experience Index (TXI) Study, marking the sixth consecutive year the brand has earned this prestigious recognition. The study, now in its tenth year, evaluates how effectively automakers bring new technologies to market, based on feedback from more than 76,000 owners of 2025 model-year vehicles, who were surveyed after 90 days of ownership.
The TXI Study measures the innovation, quality of execution, and real-world usefulness of advanced features in vehicles. Hyundai’s consistent leadership in this study reflects its ability to integrate cutting-edge technology in a way that is intuitive, reliable, and valuable for everyday drivers. The recognition underscores Hyundai's commitment to making advanced automotive technology accessible and practical for mass-market consumers.
In addition to the brand’s overall success, the 2025 Hyundai Santa Fe has earned top honors in two categories: Mass-Market Driver Assist and Connected Vehicle Awards. For the second consecutive year, the Santa Fe’s phone-based digital key technology was lauded for its convenience and ease of use. This feature allows drivers to access and share vehicle functions through their smartphones, enhancing the user experience with seamless control. The Santa Fe was also celebrated for its Blind-Spot View Monitor, a feature that provides drivers with enhanced visibility when changing lanes, boosting safety and confidence on the road.
“We appreciate this recognition because it demonstrates our focus on making technology feel natural from day one,” said Olabisi Boyle, senior vice president of product planning and mobility strategy at Hyundai Motor North America. “Our aim is to build confidence behind the wheel while continuing to update vehicles throughout their lives, making the drive safer, smoother, and more satisfying.”
Hyundai’s commitment to innovation is further exemplified by the Digital Key 2 Premium technology, which is now standard on nearly all 2025 Santa Fe trims. This technology enables drivers to unlock and start their vehicles using a smartphone app, eliminating the need for traditional key fobs. Digital Key 2 Premium leverages Near-Field Communication (NFC), Ultra-Wideband (UWB), and Bluetooth Low Energy (BLE) technologies to provide a more seamless and secure experience for vehicle owners.
The Blind-Spot View Monitor (BVM), another standout feature in the 2025 Santa Fe, helps drivers make safer lane changes by displaying a live video of the corresponding blind spot on the instrument cluster when the turn signal is activated. This real-time view aids drivers in spotting nearby vehicles, cyclists, or other hazards that might be hidden from mirrors, reducing the risk of collisions and improving overall driving awareness.
The 2025 U.S. Tech Experience Index (TXI) Study, conducted by J.D. Power, surveyed 76,230 owners of new 2025 model-year vehicles between March 2024 and February 2025. It complements the J.D. Power U.S. Initial Quality Study (IQS) and the U.S. Automotive Performance, Execution, and Layout (APEAL) Study by evaluating how well automotive brands integrate new technologies. The study combines adoption rates and execution excellence, measuring not only the level of technology adoption but also how well consumers experience these technologies in their daily lives.
Hyundai’s sustained success in the TXI Study reinforces the brand’s leadership in automotive technology and its commitment to providing innovative, user-friendly features that enhance the driving experience. As the industry continues to evolve, Hyundai’s focus remains on bringing advanced technologies to mass-market customers in ways that are both accessible and valuable.