August 15, 2023 | Volume 19 Issue 31 |
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For the first time in the 28-year history of the J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study, there is a consecutive year-over-year decline in owner satisfaction. According to the 2023 study, overall satisfaction is 845 (on a 1,000-point scale), a decrease of 2 points from a year ago and 3 points lower than in 2021.
On the good news side, the Porsche 911 (model shown here is 2023 Carrera T) was ranked the highest in individual model satisfaction in the latest J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study. [Credit: Porsche]
The study is based on 10 factors -- nine of which have declined year over year. It examines new-vehicle owners' assessments of their experiences with their new vehicle after 90 days of ownership. The study data provides insight on experiences with design, performance, safety, usability, comfort, perceived quality, and other factors.
The only factor to improve is fuel economy (771), which is 15 points higher than in 2022. The factor with the largest year-over-year decline is exterior, decreasing to 888 from 894. Satisfaction with exterior styling on new models in 2023 is particularly unremarkable, scoring only 3 points above carryover models.
The Kia K5 received a highest ranked model-level award for a third consecutive year by J.D. Power. [Credit: Kia]
"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."
According to J.D. Power, built-in infotainment systems are a prime example of a technology not resonating with today's buyers. Only 56% of owners prefer to use their vehicle's built-in system to play audio, down from 70% in 2020. Three of the most common uses for built-in systems are owners looking to make phone calls, voice recognition, and navigation -- with less than half (45%, 37%, and 43%, respectively) of owners preferring to use their vehicle's built-in system for these functions.
The following represents the key findings of the 2023 study:
Highest ranking brands
There are bright spots in the results of the most recent survey, though, including the brands that were ranked highest overall:
Additionally:
Model-level APEAL Awards
Setting a record for the most model-level awards (for models ranking highest in their respective segments) is Hyundai Motor Group (nine awards), followed by BMW AG (five awards) and Toyota Motor Corporation (three awards).
The complete list of award recipients is:
As for individual car models:
The 2023 U.S. APEAL Study is based on responses from 84,555 owners of new 2023 model-year vehicles. The study was fielded from February through May 2023, based on vehicles registered from November 2022 through February 2023.
The APEAL Study complements the J.D. Power U.S. Initial Quality Study (IQS) and the J.D. Power U.S. Tech Experience Index (TXI) Study by measuring owners' emotional attachment and level of excitement with their new vehicle. The APEAL Study asks owners to consider 37 attributes overall, ranging from the sense of comfort they feel when climbing into the driver's seat to their exhilaration when they step on the accelerator. Vehicle owners' responses to queries about these attributes are aggregated to compute an overall APEAL Index score.
Source: J.D. Power
Published August 2023