By Dave Bean, FMW Associate Editor
July 26, 2023
For the first time in its nearly thirty year history, the J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study revealed a decline in owner satisfaction in back-to-back years. While the decrease is slight, the fact that it might be the start of a longer trend means that auto makers are likely to take heed of the data and formulate a commensurate action plan that might circumvent a further decline.
Of the ten facets that comprise the APEAL study, nine took a negative hit year-to-year. Only ‘fuel economy’ improved from the previous year and did so markedly. The factor absorbing the largest decline from the previous year was ‘exterior’. When examined further, it seems that the new 2023 vehicle offerings were not very impressive specifically in terms of ‘exterior styling’.
And although satisfaction with innovative vehicle technology overall has dipped noticeably this year, the leading singular culprit in this category is ‘infotainment systems.’ While built-in systems theoretically offer the convenience of making phone calls, on-board navigation and voice recognition functions, drivers appear to be opting to continue using their smart phones directly for these purposes instead.
Frank Hanley
“The decline in consecutive years might look small, but it’s an indicator that larger issues may lie under the surface,” said Frank Hanley, senior director of auto benchmarking at J.D. Power. “Despite the technology and design innovations that manufacturers put into new vehicles, owners are lukewarm about them. While innovations like charging pads, vehicle apps and advanced audio features should enhance an owner’s experience, this is not the case when problems are experienced. This downward trajectory of satisfaction should be a warning sign to manufacturers that they need to better understand what owners really want in their new vehicles.”
A sampling of key findings in the 2023 J.D. Power APEAL study include:
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- Mass Market and Premium segments both decreased in overall satisfaction
- Like last year, EV owners remain more satisfied with fuel economy than gas-powered vehicle owners
- Highest Ranking Premium Manufacturers: Jaguar, Land Rover, Porsche, BMW
- Highest Ranking Mass Market Manufacturers: Dodge, Ram, GMC
- Most Model-Level Awards: Hyundai, BMW, Toyota
- Highest Ranking Individual Model: Porsche 911
- Most Brand Awards: Kia (Note: Kia K5 garnered model-level award for 3rd consecutive year)
The complete list of award recipients is included in the J.D. Power APEAL online press release. Click here to view.
For more information about the U.S. APEAL Study, click here.
