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Power Profile: Honda Pilot

Power Profile: Honda Pilot

By Christian Wardlaw, May 18, 2016

A completely redesigned Honda Pilot debuted for the 2016 model year, and based on this midsize crossover SUV model’s performance in the J.D. Power 2015 U.S. Automotive Performance, Execution and Layout (APEAL) Study,SM the changes came not a moment too soon. In the 2015 U.S. APEAL Study, the Pilot ranked dead last—18th among 18 Midsize SUV models.

Highlights from the extensive list of changes include a new and more fuel-efficient powertrain, improved safety thanks to a more robust architecture and new driver-assistance and collision-avoidance systems, and the latest Honda Link infotainment and subscription services technologies. The new interior is more modern and upscale, and Honda introduces a new and luxurious Elite trim level to top the lineup.


Despite the changes, the 2016 Pilot is still aimed squarely at American families. If you’ve ever wondered who has traditionally bought this SUV, and what owners like most about them, this Honda Pilot Power Profile will provide some insights.

Who Buys the Honda Pilot?
Compared with Midsize SUV segment averages, Honda Pilot buyers tend to be younger (47 years vs. 54) but are otherwise equivalent in terms of gender makeup (57% male and 43% female) and median household income ($111,089 vs. $109,901).

Pilot owners identify themselves as Price Buyers at a greater rate, compared with average (39% vs. 25%, respectively) and as Practical Buyers at a reduced rate (13% vs. 27%). Only 43% of Pilot buyers agree that they are willing to pay more for a vehicle that is environmentally friendly, compared with 53% of Midsize SUV buyers in general.

When it comes to liking a vehicle that stands out from the crowd, 57% of Pilot buyers agree, compared with 69% of Midsize SUV buyers. This might explain why 48% of Pilot owners agree that, to them, a vehicle is just a way of getting from place to place. Among Midsize SUV owners in general, just 37% agree with that sentiment.

What Do Owners Most Like about the Pilot?
Based on the results of the 2015 U.S. APEAL Study, and according to the people who own one, the five most appealing attributes of the previous-generation Honda Pilot are (in descending order) driving dynamics, exterior styling, engine/transmission, visibility and safety, and interior design.

Additional Research:

Untitled Document

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