The J.D. Power 2020 Automotive Performance, Execution and Layout (APEAL) Study, measures an owner’s emotional attachment to their new vehicle and in what areas that vehicle may not be delivering on all of the positive experiences that were hoped for.
Understanding this is valuable to automakers, as well as knowing about quality issues and owner acceptance of new technologies. The goal for automakers is to delight customers on all these dimensions. Some are better than others at doing this.
The study measures owners’ emotional attachment and level of excitement with their new vehicle across 37 attributes, ranging from the sense of comfort and luxury they feel when climbing into the driver’s seat to the feeling they get when they step on the accelerator. These attributes are aggregated to compute an overall APEAL index score measured on a 1,000-point scale.
Read the article at J.D. Power.
