2010 APEAL Study Results

Introduction
Each year, J.D. Power and Associates surveys tens of thousands of new-vehicle buyers, asking them about their purchase experience, their new vehicle’s quality, their service experience at the dealer, and what they like and dislike about their new vehicle. The J.D. Power and Associates Automotive Performance, Execution and Layout (APEAL) StudySM examines how satisfying a new vehicle is to own and drive, based on owner evaluations of more than 80 vehicle attributes. The 2010 APEAL Study is based on responses gathered between February and May 2010 from more than 76,000 purchasers and lessees of new 2010 model-year cars and trucks who were surveyed after the first 90 days of ownership.

This year, consumers were asked to rate their new vehicle’s performance, execution, layout, and design in 10 distinct categories:

Vehicle Exterior
Vehicle Interior
Storage and Space
Audio/Entertainment/Navigation
Seats
HVAC (Climate controls)
Driving Dynamics
Engine/Transmission
Visibility/Driving Safety
Fuel Economy

More than Just Quality: Measuring Owner Perceptions About their New Vehicles
The J.D. Power and Associates APEAL Study is considered the industry benchmark for gauging customer satisfaction with the performance and design of new vehicles after 90 days of ownership. It is one of five key automotive studies that J.D. Power and Associates publishes each year. Others include:

the Initial Quality Study (IQS), which looks at owner-reported problems—including both mechanical and design-related defects—in the first 90 days of new-vehicle ownership;
the Vehicle Dependability Study (VDS), which is similar to IQS but surveys owners of 3-year-old vehicles that were purchased new and asks them to identify problems that occurred during the previous 12 months;
the Sales Satisfaction Index (SSI) Study, which asks new-vehicle buyers about their sales experience; and
the Customer Service Index (CSI) Study, which measures customer satisfaction with dealer maintenance and repair services.

Why is Measuring Vehicle APEAL So Important?
Americans have long had a love affair with the automobile, and today it is sometimes said that you are what you drive. Indeed, the vehicles we choose to park in our driveways say something about us, collectively and individually. Many consumers strive to own vehicles that will gain the approval—and perhaps envy—of their neighbors, friends, and acquaintances, but more importantly we strive to own vehicles that appeal to us on a visceral level. We want our cars and trucks to look good inside and out, we want them to perform capably, and we want them to work intuitively, day in and day out.

Achieving high levels of vehicle appeal is important to manufacturers because this study demonstrates that, throughout the years, models that achieve high APEAL scores typically sell at a faster rate, tend to generate higher profit margins, and require fewer incentives. High levels of vehicle appeal also have a strong influence on recommendation rates. Among the most-highly-satisfied owners (APEAL scores averaging 950 or higher on a 1,000-point scale), 97 percent say they “definitely will” recommend their vehicle. However, among the least-satisfied owners (scores averaging below 400), only 8 percent say the same. All of this means that while initial quality and long-term dependability are certainly important, developing vehicles with high levels of appeal is another critical factor in the success of any automaker.