5 Lessons Learned; 30 Years of APEAL Data

The J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study has accurately gauged consumer reactions to their new vehicles for 30 years.

Ahead of the 30th annual study publish, we've rounded up five key lessons learned throughout the history of the study.

1. LARGER, LUXURY VEHICLES ARE MORE APPEALING
(BUT NOT BY AS MUCH AS YOU THINK)
In general, larger and more expensive vehicles achieve higher APEAL scores than smaller and less expensive vehicles. However, over the 30-year history of the study, we have tracked the narrowing gap between luxury and mass market brands.

In 2019, that gap was at an all-time low. The average APEAL score for premium brands was 853 points, compared with 818 for mass market brands. In the latest results, the gap was still quite narrow, with premium brands scoring 870 and mass market brands scoring 838.

2. INFOTAINMENT SYSTEMS ARE CONSISENTLY DETRIMENTAL TO APEAL
Infotainment systems are one key area where automakers appear to be out of tune with the needs and desires of consumers. Automakers keep pouring additional features into their vehicle infotainment systems, but owners are not responding well. In 2024, 25% of owners said that switching between audio sources contributed to a poor experience and 23% complained about a difficult menu structure.

3. APPEALING VEHICLES OVERCOME PROBLEMS IN THE MINDS OF OWNERS
New vehicles that create joy for their owners often overcome any negatives caused by problems they experience. Understanding what makes owners respond well to the design and performance of their vehicle is just as valuable to automakers as being aware of quality issues.

4. FUEL PRICES ARE STRONGLY CORRELATED WITH APEAL SCORES
Fuel prices and vehicle fuel economy have a lot to do with APEAL scores, and over the past several years we’ve watched BEVs become a satisfying alternative to new-vehicle owners. In 2024, emotional satisfaction was highest among owners of non-Tesla BEVs compared to all fuel types.

5. APPEALING VEHICLES RETAIN THEIR VALUE
Vehicles with a higher APEAL performance retain their value at a greater rate than do those with lower APEAL performance. As of the latest results, the Net Promotor Score is 38 points higher when APEAL is above average, meaning owners are more likely to promote their vehicle and recommend it to friends and family, further illustrating the long-term marketplace effect of a highly appealing vehicle.

2025 APEAL data is coming soon! APEAL releases to subscribing clients on Tuesday, July 22, to be followed by a public press release featuring high-level findings and brand rankings on Thursday, July 24.