A new study by J.D. Power finds that American consumers are more satisfied than ever with their new car purchases. The J.D. Power 2017 U.S. Automotive Performance, Execution and Layout (APEAL) Study revealed a 9-point increase (on a 1,000-point scale) from 801 to 810, which is tied for the largest gain in the study’s 22-year history.
Nine of the 10 categories measured by the study showed increases compared with one year ago, and 19 of the 32 brands surveyed also showed an uptick in satisfaction.
“Many automakers are getting better and better at giving consumers what they want in a vehicle,” said Dave Sargent, vice president, global automotive at J.D. Power. “The industry is doing a very good job of creating vehicles customers like across every segment, and the APEAL Study identifies why this is. One clear reason is that non-premium vehicles are increasingly offering technology and safety features found in premium vehicles.”
Also revealed in the study is a narrowing gap between premium and mass-market car brands. The average index score for non-premium brands jumped 10 points to 804, while the premium brand average increased a single point to 845. The difference between the two segments is now just 41, which is the study’s record-low.
“Manufacturers are making ever-higher quality vehicles, but this is not coming at the expense of performance, styling, utility or features,” Sargent added.
For the 13th year in a row, Porsche received the highest overall APEAL score (884). Genesis finished second at 869, while Chrysler was the most improved brand, scoring 815 – 41 points higher than a year ago.
Let us know! How do you use the results from studies like this one in promoting your brand?