J.D. Power 2024 US APEAL Study Improves Slightly

Owner satisfaction with new-vehicle design and performance has rebounded after two years of unprecedented decline, according to the J.D. Power 2024 U.S. Automotive Performance, Execution and Layout (APEAL) Study^SM released today. Overall satisfaction is 847 (1000-point scale), an increase of 2 points from a year ago. Satisfaction with non-Tesla battery electric vehicles (BEVs) is at an all-time high (877), surpassing Tesla  at 87). (Read AutoInformed on 2023: APEAL Study of New Vehicle Owner Satisfaction Down Again)

“Traditional manufacturers have listened to the Voice of the Customer,” said Frank Hanley, senior director of auto benchmarking at J.D. Power. “They’re launching enhanced vehicles that are more in line with what customers want, including improved interior storage and higher quality materials, as well as ensuring features have ease of use. For BEVs, recent launches from traditional manufacturers have surpassed perennial leader Tesla when it comes to owners’ level of emotional attachment and excitement with their new vehicle.”

However, one problem area continues to trouble all vehicle fuel types – infotainment, one of the 10 factors on which the study is based. Despite satisfaction improving 5 points this year to 823, infotainment remains one of the lowest-scoring categories industry wide. While satisfaction with in-vehicle infotainment systems averages 805, it is higher among owners who use Android Auto (832) or Apple CarPlay (840). “This shows that customers prefer to have the simplistic usability of their phone extended into their vehicle more so than what manufacturers are providing,”Power said.

*Now in its 29th year, the APEAL Study complements the J.D. Power U.S. Initial Quality Study^SM (IQS) and the J.D. Power U.S. Tech Experience Index (TXI) Study^SM by measuring owners’ emotional attachment and level of excitement with their new vehicle. The APEAL Study asks owners to consider 37 attributes, 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.