Owner satisfaction with new-vehicle design and performance has rebounded after two years of unprecedented decline, according to the J.D. Power 2024 U.S. Automotive Performance, Execution and Layout (APEAL) Study.
Now in its 29th year, the APEAL Study complements the J.D. Power U.S. Initial Quality Study (IQS) and the J.D. Power U.S. Tech Experience Index (TXI) Study by measuring owners' emotional attachment and level of excitement with their new vehicle. The APEAL Study asks owners to consider 37 attributes, ranging from the sense of comfort they feel when climbing into the driver's seat to their exhilaration when they step on the accelerator. Vehicle owners' responses to queries about these attributes are aggregated to compute an overall APEAL Index score.
So why does this matter to fleet managers? Because high-scoring vehicles in the study can lead to happier drivers, better productivity, lower upkeep costs, higher resale values, improved safety, and a stronger brand reputation. By considering APEAL study results, fleet managers can make more informed decisions about vehicle procurement and overall fleet strategy.
Who Topped the J.D. Power APEAL Study in 2024?
Of top interest to commercial fleets: the 2024 Ford F-Series Super Duty is the most appealing large heavy-duty pickup in the J.D. Power 2024 APEAL Study.
"The Ford Super Duty ranking as the most appealing Large Heavy-Duty Pickup shows Ford’s commitment to building vehicles that go above and beyond their customers’ expectations,” said Frank Hanley, Senior Director Auto Benchmarking at JD Power.
“For the people, businesses, first responders and communities that build America, Super Duty is more than a truck. It’s a tool they rely on to get the job done,” said Andrew Kernahan, Super Duty chief program engineer. “There’s no better recognition than one that comes from the people using the truck every day. We are honored and proud to serve our Ford Pro customers with a Built Ford Tough truck that helps to keep our country moving forward.”
In addition, the Nissan Titan took home the title for Large Light-Duty Pickup Truck and the Toyota Tacoma took home the title for Midsize Pickup Truck.
Key Takeaways from 2024 Study:
Here are the key findings from the 2024 J.D. Power APEAL study:
BEVs from Traditional Manufacturers Highly Appealing: Non-Tesla BEV owners report the highest emotional satisfaction (877), surpassing Tesla (870), gasoline (842), and plug-in hybrid (841) owners. Newer BEVs score higher due to better battery range and interior materials, while Tesla remains strong among loyal buyers but less so with new customers.
Premium vs. Mass Market Brands: Premium brands score higher in satisfaction (870 vs. 838), but mass market brands show slight year-over-year improvement. The gap was smallest in 2021, with mass market vehicles only 19 points behind premium ones.
Complicated Infotainment Systems: Owners now switch between various audio sources, but 25% report poor experiences due to source switching, and 23% blame difficult menu structures. Automakers adding more features may be creating unnecessary complexity.
High APEAL Drives Long-Term Value: Vehicles with higher APEAL scores retain value better and have a 38-point higher Net Promoter Score, indicating owners are more likely to recommend them, showcasing the long-term impact of vehicle appeal.
