2023 J.D. Power APEAL Study shows new-car customer satisfaction scores slip
Because last year's score dropped compared to 2021, this year marks the first consecutive decline in the study's 28-year history." after 90 days of ownership by asking new owners to rate 37 attributes in 10 areas around the vehicle, such as the feeling they get when they hit the accelerator. Satisfaction with nine of the attributes is down this year versus last,Styling and infotainment are big drags on satisfaction.
Frank Hanley, senior director of auto benchmarking at J.D. Power, said,"Despite the technology and design innovations that manufacturers put into new vehicles, owners are lukewarm about them. While innovations like charging pads, vehicle apps and advanced audio features should enhance an owner’s experience, this is not the case when problems are experienced.
Breaking out mass market and luxury segments yields the same result, small declines in overall APEAL scores for both — four points for mass market, one point for premium. The gap between the two scores grows to 34 points from 31 points last year. The winners in either category show the power of brand enthusiasm. On the luxury side,is first among makers at 887, Land Rover and Porsche tied for second at 883, BMW in fourth at 878.
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