A new J.D. Power 2019 U.S. Tech Experience Index Study has highlighted a somewhat unexpected problem with many aspects of ADAS safety technology, namely that drivers don’t actually want it.

The study found that many drivers find some alerts on Advanced Driver Assistance Systems (ADAS) are so annoying that they disable the systems and may try to avoid them on future vehicle purchases. This is a major concern for car manufacturers keen to market these lucrative technologies and pave the way for more highly automated vehicles in the future.

“Automakers are spending lots of money on advanced technology development, but the constant alerts can confuse and frustrate drivers,” said Kristin Kolodge, Executive Director of Driver Interaction & Human Machine Interface Research at J.D. Power. “The technology can’t come across as a nagging parent; no one wants to be constantly told they aren’t driving correctly.”

A prime example of this is lane-keeping systems. The survey says on average, 23% of customers with these systems complain that the alerts are bothersome.

The study found that overall satisfaction with new-vehicle technology ranges widely across the vehicles in the study. The best-performing vehicle in the study is the Kia Stinger, scoring 834 (on a 1,000-point scale). The overall average was 781, with the lowest-scoring model achieving just 709. The study, now in its fourth year, measures owners’ experiences, usage and interaction with 38 driver-centric vehicle technologies at 90 days of ownership.

Outside of ADAS the study also found that drivers often switch off built-in vehicle manufacturer entertainment of navigation apps because they don’t meet expectations or they have an alternative that they find better.

Kristin Kolodge said, “Consumers are still very concerned about cars being able to drive themselves, and they want more information about these complex systems, as well as more channels to learn how to use them or how and why they kick in. If they can’t be sold on lane-keeping—a core technology of self-driving—how are they going to accept fully automated vehicles? It’s essential that the industry recognise the importance of an owner’s first experience with these lower-level automated technologies because this will help determine the future of adoption of fully automated vehicles.”