Hyundai has once again been recognised as the top mass market brand in the J.D. Power 2025 U.S. Tech Experience Index (TXI) StudySM, 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 recognised 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 honours, 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,” says 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 democratise advanced technology, making premium innovations widely accessible to mass-market customers.”