Hyundai dominates J.D. Power TXI 2025 study with SANTA FE and Digital Key

It has been recognized as a leading brand for technological innovation in the general market in the J.D. Power 2025 US Tech Experience Index (TXI). This result consolidates the Korean brand's reputation as a pioneer of advanced mobility, capable of combining innovation, practicality, and customer-perceived value.

Now in its tenth year, the TXI study doesn't just measure the presence of new technological features on current models, but also evaluates their actual effectiveness, based on direct customer experience. Hyundai has once again distinguished itself, demonstrating its ability to interpret the needs of an audience increasingly attentive not only to design and performance, but also to the ease of use and reliability of on-board digital solutions.

The key to this success was the new 2025 Hyundai SANTA FE, which earned significant recognition for its Driver Assist and Connected Vehicle features for the mainstream market. These aren't just cosmetic awards, but rather confirmation that the technologies introduced on the SUV not only work, but are perceived by customers as a real added value. For the second year in a row, for example, the smartphone-based Digital Key was praised for its ease of use and the ability to share vehicle access functions.

The Hyundai Digital Key 2 Premium represents one of the most tangible innovations in connected mobility. Thanks to advanced technologies such as NFC, UWB, and Bluetooth Low Energy, it allows you to open and start the vehicle using your smartphone or smartwatch, eliminating the need for a physical key. This solution reflects a paradigm shift in the daily car experience, reducing the barriers between digital technology and the driver.

Another standout feature is the Blind Spot View Monitor, which takes safety to the next level. When the turn signal is activated, the side camera displays real-time information in the blind spot on the instrument panel, allowing the driver to directly perceive risks. In a context where road safety remains a global priority, this technology becomes a tool of confidence, capable of reducing anxiety and distractions.

The J.D. Power TXI 2025 study is based on a large and significant sample of 76,230 owners of Model Year 2025 vehicles, interviewed after the first 90 days of ownership. The survey, conducted between March 2024 and February 2025, offers a unique overview of the actual adoption of new technologies, complementing other research such as the Initial Quality Study (IQS) and the Automotive Performance, Execution and Layout (APEAL) study. The result is a comprehensive picture of how effectively a brand introduces innovation, considering both customer satisfaction and issues encountered during use.

Hyundai, therefore, not only continues to invest in research and development, but also demonstrates its ability to translate innovation into tangible tools that are appreciated by customers. This strategy allows it to consolidate its position in the global market and strengthen its relationship with customers who seek reliability, simplicity, and digital solutions that keep pace with their daily lives. While technology is advancing rapidly in the automotive world, Hyundai appears to have found the right formula to stay ahead, viewing innovation not as an end in itself, but as a means to improve the driving experience.