Hyundai Motor Named Top Mass Brand in JDPower's Tech Experience for Sixth Consecutive Year

Hyundai Motor has been named the top mass market brand for technology innovation in the J.D. Power 2025 U.S. Technology Experience Index (TXI) Study for the sixth consecutive year, solidifying its leadership in automotive innovation.

Now in its tenth year, the TXI Study evaluates automakers’ effectiveness in introducing new technology by assessing the innovation, usability and value of advanced features, based on customer feedback. Hyundai Motor’s performance in the 2025 U.S. TXI Study underscores its strength in delivering intuitive, reliable and efficient technology designed for everyday driving.

The Hyundai SANTA FE further cemented this achievement by winning the Driver Assistance and Connected Vehicle Award for the mass market. This is the second consecutive year that the company’s phone-based digital key technology has been recognized for its ability to provide seamless access and sharing of vehicle functions. The model’s blind spot display was also honored for enhancing driver visibility and confidence when changing lanes.

Available on nearly all Santa Fe models in the United States, the Hyundai Digital Key 2 Premium allows drivers to unlock and start the vehicle via a smartphone app using advanced technologies such as Near Field Communication (NFC), Ultra Wideband (UWB) and Bluetooth Low Energy (BLE). This innovative system eliminates the need for a traditional key fob, providing easy access and control right from the driver’s smartphone.

SANTA FE’s Blind Spot Monitor (BVM) enhances safety by providing a real-time visual view of the vehicle’s blind spots. When the turn signal is activated, side-mounted cameras display live video of the corresponding blind spot on the instrument cluster. This feature allows the driver to detect vehicles, cyclists, or other obstacles that may not be visible in conventional side mirrors, helping to reduce the risk of collisions and increase overall confidence when changing lanes.

About the JD Power Technology Experience Index (TXI) Study

The 2025 U.S. TXI Study is based on responses from 76,230 owners of new 2025 model year vehicles who were surveyed after 90 days of ownership. The study was conducted from March 2024 to February 2025. The U.S. TXI Study complements J.D. Power's annual Initial Quality Study (IQS) and Performance, Operation, and Layout (APEAL) Study by measuring how well each automaker brings new technology to market. The U.S. TXI Study combines each brand's acceptance of new technologies with excellence in implementation. The implementation measure looks at how much owners like the technologies and how many problems they encounter when using them.

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