Luxury and mainstream buyers alike have spoken – Genesis and Hyundai are smashing the J.D. Power 2025 U.S. Tech Experience Index (TXI) StudySM, with both brands leading their respective categories.

Genesis continues its reign as the highest-ranked premium brand for the fifth year running, with the GV80 SUV winning Best Connected Vehicle Technology for its Digital Key 2. This clever smartphone-based key integrates with Apple Wallet, Samsung, Google Wallet, and even smartwatches, allowing owners to unlock and drive without a physical fob. Genesis’ innovation score proves the brand’s ability to make advanced tech seamless, intuitive, and desirable.

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ABOVE: Hyundai and Genesis

Meanwhile, Hyundai has now taken the top mass-market brand spot for the sixth consecutive year, showing that cutting-edge tech isn’t limited to premium buyers. The 2025 Hyundai Santa Fe scored big, taking home awards for Driver Assist and Connected Vehicle Technology. Its Blind-Spot View Monitor and smartphone-based digital key were singled out as features that improve safety and convenience in everyday driving.

The 2025 TXI Study, based on feedback from over 76,000 new vehicle owners, measures innovation, adoption, and execution of 40 emerging technologies across comfort, driver assist, EV, connected, and smart vehicle categories.

Both Genesis and Hyundai prove that technology doesn’t just belong in futuristic concepts or halo cars – it’s here, working quietly behind the wheel, making every trip smoother, safer, and more connected.

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