Some Advanced Driver Assistance System (ADAS) alerts are so annoying that many drivers are disabling them, according to the J.D. Power 2019 U.S. Tech Experience Index (TXI) StudySM.

On average, 23 percent of customers with lane-keeping and centering systems say the alerts are annoying or bothersome. This ranges from eight percent for one domestic brand to more than 30 percent for some of import brands. For these owners, 61 percent said they sometimes disable the system.

The proportion of car buyers wanting the feature on their next vehicle ranges from 63 percent for those that consider the alerts annoying or bothersome to 91 percent for those who do not.

“Automakers are spending lots of money on advanced technology development, but the constant alerts can confuse and frustrate drivers,” said Kristin Kolodge, Executive Director of Driver Interaction and Human Machine Interface Research at J.D. Power.

“The technology can’t come across as a nagging parent; no one wants to be constantly told they aren’t driving correctly.”

According to Kolodge some brands are succeeding at making their safety technology effective without being overbearing.

“Some are good at one aspect but weaker at another, and some are struggling with both,” she said. “This is why one brand has 90 percent of its customers wanting lane-keeping/centering on their next vehicle, while another brand has just 59 percent of its customers saying the same thing.”