“Purchasing the ‘right’ vehicle is influenced by a variety of factors, depending on each buyer’s specific tastes, wants and needs,” said Dave Sargent, vice president of automotive quality at J.D. Power. “The 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 just as valuable to automakers 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.”
Some vehicles deliver both outstanding levels of APEAL and initial quality: Eight models receiving APEAL segment awards also received awards in the 2020 Initial Quality Study: Audi A3, BMW X6, Cadillac CT6, Genesis G70, Hyundai Veloster, Jaguar E-Pace, Nissan Armada and Nissan Maxima.
Tesla profiled for first time: Tesla receives an APEAL index score of 896. The automaker is not officially ranked among other brands in the study as it doesn’t meet ranking criteria. “Unlike other manufacturers, Tesla doesn’t grant us permission to survey its owners in 15 states where it is required,” said Doug Betts, president of the automotive division at J.D. Power. “However, we were able to collect a large enough sample of surveys from owners in the other 35 states and, from that base, we calculated Tesla’s score.”
Highest-Ranking Brands
Porsche ranks highest in the luxury segment and overall with a score of 881. Lincoln (876) ranks second, followed by Cadillac (874), BMW (869) and Land Rover (866).
Dodge ranks highest in the mass market segment with a score of 872. Ram (871) ranks second, followed by GMC (857), Ford (853) and MINI (846).
Note is Tesla was officially in the study it would have beaten Porsche for the top spot with a score of 896. And Lexus which normally wins it every year placed 8th. A big fall for the Japanese.
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