Hyundai is the top mass market brand for innovation in J.D. Power 2025 U.S. TXI Study

For many car buyers today, choosing the right vehicle isn’t just about the looks or which is most affordable. The amount of tech features is one huge consideration, not only for convenience but also for safety.

And at the J.D. Power 2025 U.S. Tech Experience Index (TXI) Study, one brand that has garnered success is Hyundai which has been named the top mass-market brand for technology innovation for the sixth consecutive year.

This is thanks to the Hyundai Santa Fe and its Blind-Spot View Monitor (BVM). Part of the brand’s SmartSense suite of advanced driver-assist systems, this feature improves visibility when changing lanes with side-mounted cameras which show a live-image of the vehicle’s blind spot on the instrument cluster when the turn signals are activated.

Meanwhile, Hyundai’s luxury division Genesis was able to gain the top spot overall, and for premium brands. For the mass market, Hyundai is followed by sister company Kia in second, followed by Mitsubishi in third.

The 2025 U.S. TXI Study is based on responses from 76,230 owners of 2025 model-year vehicles who were surveyed after 90 days of ownership through the June 2024 to May 2025 period. The study evaluates how effectively automakers introduce new technologies by assessing innovation, execution and the value of advanced features, based on customer feedback.

_{Photos by Sam Surla}