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New vehicle appeal at an all-time high: J.D. Power

The latest J.D. Power survey has found the overall appeal of new vehicles in the US has increased to its highest level on record.

Tim Beissmann

14:1428 July 2011

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New vehicle appeal at an all-time high: J.D. Power

The results of the 2011 US Automotive Performance, Execution, and Layout (APEAL) Study are in contrast to those of the 2011 Initial Quality Study released late last month, which revealed the quality of all-new models had decreased for the first time in five years.

J.D. Power and Associates vice president of global vehicle research, David Sargent, said there were two sides of the quality coin: “things gone right and things gone wrong”.

“Both are of critical importance, and models that perform well on both measures generate higher levels of recommendation and, ultimately, higher loyalty to the brand,” Mr Sargent said.

“In general, customers are also willing to pay more for vehicles that combine high appeal with high initial quality.”

Mr Sargent said the industry’s focus on making appealing cars was crucial during its recovery from the recent economic slump.

“It is clear that throughout this period, automakers have never lost sight of the fact that survival – and ultimately success – only comes from winning over customers in the showroom,” he said.

“Offering highly appealing vehicles is one of the primary means to succeed.”

The industry average APEAL rating of 781 points out of 1000 was the highest recorded since the study was first introduced in 1996.

Porsche led the way with an APEAL rating of 879 points, well clear of Jaguar (857) and BMW (850) who filled the podium. European cars filled the top six positions, with Lexus the highest-ranked non-Euro in seventh spot (827).

Japanese cars had the least appeal to new car buyers in the US, with seven filling the bottom nine places on the APEAL table. Suzuki was clearly the lowest ranked at 734 points.