Peter Lyon
August 24, 2025
Hyundai has done it again. The Korean brand has once again been recognized as the top mass-market brand in the J.D. Power 2025 U.S. Tech Experience Index (TXI) Study SM, marking the sixth consecutive year the brand has earned this distinction. Now in its tenth year, the TXI Study evaluates how effectively automakers bring new technologies to market. Based on feedback from more than 76,000 owners of 2025 model-year vehicles after 90 days of ownership, the study measures innovation, quality of execution, and the real-world usefulness of advanced features. Hyundai’s leading performance reflects its ability to make cutting-edge technology intuitive, reliable, and valuable in everyday driving.
The 2025 Hyundai Santa Fe has also been recognized with J.D. Power’s Mass-Market Driver Assist and Connected Vehicle Awards. For the second consecutive year, Santa Fe’s phone-based digital key technology received top honors, highlighting the convenience of accessing and sharing vehicle functions through a smartphone. In addition, the model was celebrated for its Blind-Spot View Monitor, which provides drivers with enhanced visibility and added confidence when changing lanes.
“We appreciate this recognition because it demonstrates our focus that the best tech disappears into the drive, feeling natural from day one, building confidence behind the wheel, while continuing to be updated throughout the vehicle’s life,” said Olabisi Boyle, senior vice president, product planning and mobility strategy, Hyundai Motor North America. “We do this in service of a drive that is safer, smoother, and more satisfying. Hyundai’s continued success in the TXI Study highlights its mission to democratize advanced technology, making premium innovations widely accessible to mass-market customers.”
Hyundai Digital Key 2 Premium[i]
Standard on nearly all 2025 Santa Fe trims, Digital Key 2 Premium technology allows drivers to unlock and start their vehicle using a smartphone app by leveraging Near-Field Communication (NFC), Ultra-Wideband (UWB) and Bluetooth Low Energy (BLE) technologies, replacing the need for a traditional physical key fob. With Hyundai Digital Key 2 Premium, owners can enjoy seamless access and enhanced control, all from the palm of their hand.
Blind-Spot View Monitor (BVM)[ii]
The Hyundai Santa Fe’s Blind-Spot View Monitor (BVM) is a smart safety feature that helps drivers make safer lane changes. When the turn signal is activated, cameras on the vehicle’s bodysides show a live video of the corresponding blind spot on the instrument cluster. This real-time view helps drivers spot nearby vehicles, cyclists, or other hazards that may be hidden from mirrors, reducing the risk of potential collisions while improving the driver’s overall awareness and confidence.
About the J.D. Power U.S. Tech Experience Index (TXI) Study
The 2025 U.S. Tech Experience Index (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 fielded from March 2024 through February 2025. The U.S. TXI Study complements the annual J.D. Power U.S. Initial Quality Study (IQS)SM and the J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) StudySM by measuring how effectively each automotive brand brings new technologies to market. The U.S. TXI Study combines the level of adoption of new technologies for each brand with excellence in execution. The execution measurement examines how much owners like the technologies and how many problems they experience while using them.
CARLIST THOUGHTS
With its combination of inspired design, class-leading powertrains and tech, and competitive pricing, Hyundai is making waves in the global car industry. And this back-to-back JD Power award just goes to show how much its designers and engineers have their fingers on the pulse. I would not be surprised if the brand snags its 7 straight award next year.
