Subaru Drops Again In New J.D. Power TXI Tech Study

What are the car brands that offer new vehicle technology that customers want? Check out the fourteen mainstream automakers, where Subaru ranks, and why Subaru dropped from last year.

Subaru, how's your new technology?

Does the 2025 Subaru Forester, 2025 Outback, 2024 Crosstrek, 2024 Ascent, 2024 Solterra EV, and other new models the automaker offers have new technology customers want? How usable is the latest tech? 

The J.D. Power 2024 U.S. Tech Experience Index (TXI) Study reveals Subaru dropped two more spots in their latest findings.

Subaru's continued drop in the TXI tech study is a significant trend.

Last year, Subaru was fifth overall. In the 2024 J.D. Power study, Subaru slipped in, offering technology customers appreciate and want on their next vehicle. Now, Subaru is seventh overall among mainstream (non-luxury) car brands. 

What does it mean?

"A strong advanced tech strategy is crucial for all vehicle manufacturers, and many innovative technologies are answering customer needs," said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power.

However, this year's TXI study found that owners find some technologies useless and continually annoying. Here are the mainstream car brand rankings, and then I'll discuss the Subaru brand. 

1. Hyundai 518
2. Kia 499
3. GMC 439
4. Toyota 436
5. Honda 434
6. Chevrolet 432
7. Subaru 431
8. Volkswagen 430
9. Jeep 425
10. Mitsubishi 425
11. Mazda 415
12. Nissan 411
13. Ford 406
14. Dodge 392

How does J.D. Power come up with the scores?

The 2024 U.S. Tech Experience Index (TXI) Study is based on responses from 81,926 owners of new 2024 model-year vehicles who were surveyed after 90 days of ownership. The study was fielded from July 2023 through May 2024 based on vehicles registered from April 2023 through February 2024.

Subaru is well below average.

The industry average score among mainstream and luxury car brands is 494 points.

Which mainstream cars have the best new tech?

The U.S. Tech Experience Index (TXI) Study analyzes 40 automotive technologies divided into four categories: convenience, emerging automation, energy and sustainability, and infotainment and connectivity. Only the 31 technologies classified as advanced are award-eligible.

Subaru did not have any individual model awards.

• The Toyota Sequoia is the mass market model receiving the Convenience Award for its camera rear-view mirror technology.
• The Kia Carnaval received the mass-market model Emerging Automation Award for its front cross-traffic warning.
• The Hyundai Santa Fe won the Infotainment & Connectivity Award for its phone-based digital key among mass-market models.

Ok, what's wrong with Subaru's new technology?

Owners don't see value in passenger screens: J.D. Power says it's not just Subaru. Most automakers are expanding their offering of vehicles containing a passenger display screen despite the feature being classified as "unnecessary" by vehicle owners. The tech is negatively reviewed by many owners who point to usability issues.

I've pointed out Subaru's new 11.4-inch touchscreen and Starlink usability issues.  The new Subaru 11.4-inch touchscreen is now available on the Outback Forester, Crosstrek, Ascent, and other models. 

Subaru now has more models with the new touchscreen technology, and there could be more users now who don't find it easy to use. Owners have to wade through multiple menus to find or change specific settings. 

If it's hidden, it can't be helpful.

I recently wrote a report on five "hidden" settings on the 2025 Forester, 2025 Outback, 2024 Crosstrek, and other new Subaru models. They are there and very useful, but you have to know about them to use them. It's a challenging task without some guidance.

An example is the Subaru vehicle's keyless entry. The settings are helpful, but four can be changed or adjusted to how you want them on your vehicle. It takes instruction from a Subaru expert to show you how to do it.

Another issue is Subaru's Starlink safety and security features. The Starlink system has come under criticism, and disgruntled owners recently filed a lawsuit recently. I've written an update on the lawsuit, which you can read here.

Subaru technology customers do like.

It's not all bad. There are features in Subaru's new 2025 Forester that customers are excited about. These features have the potential to enhance the driving experience and safety. 

Subaru adds new EyeSight driver assist technology. Forester now has an optional reverse automatic braking, blind-spot detection with lane change assist, and rear cross-traffic alert.

These features are designed to keep you informed about your surroundings, providing a sense of reassurance. Whether you're backing up in a parking lot or changing lanes, the Forester's new features have got you covered. 

Another new Forester feature for 2025 models is its new kick sensor-activated hands-free power rear gate, which customers can open and close automatically simply by placing their foot under the rear bumper cover. It's available for the first time on any Subaru model.

However, Subaru's infotainment technology gives most customers fits. As new technology is added to vehicles, it will be an ongoing issue for Subaru. 

We value your feedback. If you've had a positive experience with Subaru's technology or encountered usability issues, we want to hear from you. Click the red Add New Comment link below and share your thoughts.

I am Denis Flierl, a top Torque News reporter since 2012. I’ve invested over 13 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Subaru