Well, I'll be the contrarian here. There's too much tech crap in cars for me. When I ordered my BMW I did not get nav, iDrive (computer controlling different functions) or bluetooth. Even then, it has a computer control that you have to get into to set certain things. I wouldn't even get automatic heat/ac if it wasn't standard.
I don't mind tech improvements to the engine and drivetrain. But I really don't need all that other stuff inside the cabin.
However, I did get the heated seats and heated steering wheel. I scoffed at it at first, but you don't know what you're missing until you have a heated steering wheel in the winter.