New Cars Are Falling Flat With Buyers

For the very first time ever, the market typical score in J.D. Power’s APEAL study has fallen two years in a row, which need to be a wake up contact for automakers

For the very first time in its 28-year history, the market-wide score in the J.D. Power Automotive Performance, Execution, and Layout (APEAL) study has fallen for a second year in a row. The typical market score is 845 out of 1,000 in 2023, down two points from 2022, and 3 points from 2021.

“The decline in consecutive years might look small, but it’s an indicator that larger issues may lie under the surface,” mentioned Frank Hanley, senior director of auto benchmarking at J.D. Power. “This downward trajectory of satisfaction should be a warning sign to manufacturers that they need to better understand what owners really want in their new vehicles.”

Read: New Vehicle Problems Hit Record High, But Alfa Romeo And RAM Impress Achieving Top Spots In 2023 J.D. Power Study

The APEAL study focuses on ten elements that try to paint a image of how emotionally attractive brands and cars are to buyers. In 2023, the market typical score was down in nine of the categories. Fuel efficiency was the only region exactly where the typical score enhanced (up 15 points), even though exterior design and style was the category with the single biggest decline this year, falling by six points.

New car purchasers had been dissatisfied in each the mass market place and premium segments, and the typical scores fell in each categories. Whereas the typical fell by just a single point amongst premium cars, it declined by 4 points for mass market place brands, widening the gap in all round satisfaction to 34 points.

Leading the way amongst premium brands was Jaguar, with an all round score of 887. However, the Dodge brand punched above its weight, topping the mass market place segment with an identical score of 887.

Rounding out the prime 5 in the premium segment had been Land Rover (883), Porsche (883), BMW (878), and Genesis (877). Meanwhile, the mass market place segment’s leaders had been Ram (873), GMC (858), Mini (856), and Kia (851). On the other finish of the spectrum, Acura (853) was the worst-performing premium brand, even though Chrysler was the worst-performing brand all round with a score of just 810.

Widening the scope, electrified cars are beginning to appeal far more to buyers. While internal combustion engine cars nevertheless price larger (843) than their newfangled competitors, plug-in hybrid (843) cars are now tied with them, even though EVs (Tesla excluded) are catching up and scored 840 points in 2023. Although Tesla owners are nevertheless notable for their satisfaction with their cars (878), that quantity has taken a considerable hit this year, and is down nine points from 2022.

Because the brand nevertheless does not share its consumer data with J.D. Power, it is not eligible for awards. Among brands that are, Hyundai took residence the most car-particular APEAL awards in 2023 with a record-setting nine awards. BMW has the second most with 5, even though Toyota has 3.