The J.D. Power 2024 U.S. Automotive Performance, Execution and Layout (APEAL) Study, released on July 25, revealed a significant rebound in owner excitement about new vehicle design, performance, and comfort. After two years of decline, satisfaction with traditional automakers‘ electric vehicles has reached an all-time high, surpassing even that of Tesla. This shift in consumer sentiment indicates that traditional manufacturers have been listening to the Voice of the Customer and making improvements to meet customer expectations.
The APEAL study measures how new car owners experience their vehicles, capturing the intangible aspects that make car owners excited about their purchases. The study surveyed 99,144 owners of model-year 2024 vehicles, gathering insights on owner experiences after 90 days of ownership. Owners of premium brands tend to rate their experiences more positively than owners of mass-market brands, with premium brands achieving an average rating of 870, 32 points higher than mass-market brands‘ average rating of 838.
While mass-market ownership satisfaction improved slightly over the past year, premium brand satisfaction declined by one point since 2023. Among premium vehicle brands, Porsche was rated highest, followed by Jaguar and Land Rover. In the mass-market segment, Mini ranked highest, followed by Ram and Kia. This indicates that both premium and mass-market brands are making strides in enhancing the overall ownership experience for their customers.
One notable finding from the study is the increasing satisfaction with traditional automakers‘ electric vehicles, which now outperforms satisfaction with Tesla vehicles. This shift suggests that traditional automakers‘ investments in EVs are starting to pay off, as they deliver vehicles that meet customer expectations and preferences. The study highlights the importance of continuous improvement in infotainment systems, as automakers continue to add features that may lead to unnecessary complexity. Infotainment systems received some of the lowest scores in the study, indicating an area for improvement to enhance the overall owner experience.
In conclusion, the J.D. Power APEAL Study provides valuable insights into owner satisfaction with new vehicles in the market. The rebound in owner excitement about vehicle design, performance, and comfort, as well as the increasing satisfaction with traditional automakers‘ electric vehicles, reflects the industry’s commitment to meeting customer needs. By listening to the Voice of the Customer and making enhancements to their vehicles, automakers can continue to improve the overall ownership experience and drive greater satisfaction among consumers.