Highlights from the 2009 APEAL Study include:
- The average APEAL score for all models in 2009 has improved considerably to 779 from 770 in 2008, driven primarily by increased owner satisfaction with fuel economy. This higher satisfaction comes from three main sources. First, fuel prices have decreased significantly during the past year, which has reduced owner concerns about gas mileage. Second, owners are switching to more fuel-efficient vehicles—in 2009, more than one-half of all vehicles included in the study are powered by 4-cylinder engines, compared with just 39 percent in 2008. Third, automakers are designing models to be more fuel efficient than their predecessors.
- The overall gap in APEAL scores between domestic and import models has narrowed considerably during the past several years and is just five index points in 2009, compared with 15 points in 2008 and 27 points in 2007. Among premium models, import nameplates retain a slight edge, while among non-premium models, domestic brands have a similar edge.
- Volkswagen captures four segment-level awards—more than any other vehicle nameplate in 2009—for the CC, GTI, Passat and Tiguan. Ford, Honda, Mercedes-Benz and Nissan each garner two awards. Ford receives model-level awards for the F-150 (in a tie) and Flex. Honda models receiving awards are the Odyssey (for a fifth consecutive year) and Ridgeline (for a fifth consecutive year). Mercedes-Benz earns awards for the S-Class (for a third consecutive year) and SLK-Class. Notably, the S-Class achieves the highest APEAL score of any model in the industry. Nissan receives awards for the Armada and Maxima.
- Also receiving awards are the Chevrolet Avalanche (for a second consecutive year), in a tie; Dodge Challenger; Hyundai Genesis; Mini Cooper (for a second consecutive year); Porsche Cayenne (for a second consecutive year); and Smart Fortwo. The Ford F-150 and Honda Ridgeline are the only two models to rank highest in their respective segments in both the 2009 APEAL Study and 2009 IQS released in June.
- Porsche is the highest-ranking nameplate in APEAL for a fifth consecutive year, while domestic brands comprise the four most-improved nameplates. Dodge posts the largest improvement, followed by Pontiac, Buick and Cadillac, respectively. The three most-improved models are also from domestic manufacturers, including the Dodge Ram, Buick Lucerne and Ford F-150.
About the Study
The APEAL Study examines how gratifying a new vehicle is to own and drive, based on owner evaluations of more than 90 vehicle attributes. The 2009 APEAL Study is based on responses gathered between February and May 2009 from more than 80,900 purchasers and lessees of new 2009 model-year cars and trucks who were surveyed after the first 90 days of ownership. The APEAL Study complements the recently released J.D. Power and Associates Initial Quality StudySM (IQS), which focuses on problems experienced by owners during the first 90 days of ownership.
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