For the first time since 1997, domestic auto brands have surpassed import brands,
according to the J.D. Power and Associates 2010 Automotive Performance,
Execution and Layout (APEAL) StudySM.
U.S. domestic brands have been working hard to repair and re-build their image in the wake of the financial crisis and the long-term rise of import brands. It appears that, at least according to one measure, their efforts are beginning to pay off.
The APEAL Study from J.D. Power and Associates examines how gratifying a new vehicle is to own and drive, based on owner evaluations of more than 80 vehicle attributes in 10 categories, including vehicle exterior and interior, storage and space, audio and entertainment, seats, climate controls, driving dynamics, engine and transmission, driving safety, and fuel economy.
The APEAL score for U.S. domestic brands now is 13 points higher than import brands (defined as automakers headquartered in Europe or Asia Pacific). This follows a trend of four straight years of improving scores from the domestic brands. J.D. Power attributes the 2010 improvement to high-performing models from Ford Motor Company and General Motors, including several models that are all-new or have undergone major redesigns.
“When new-vehicle buyers go through the shopping process, vehicle appeal, along with price and perceptions of quality, is of major importance,” said David Sargent, vice president of global vehicle research at J.D. Power and Associates. “Attributes such as exterior styling are primary determinants of whether a model makes the customer’s consideration list in the first place, while other attributes – particularly those related to the interior of the vehicle – are critical in determining which model is ultimately purchased.”
The APEAL Study complements the recently released J.D. Power and Associates Initial Quality StudySM (IQS), which focuses on problems experienced by owners during the first 90 days of ownership. CarLocate.com Top 10 Favorite Cars from Top 10 Brands in the J.D. Power IQS.
APEAL Model-Level Rankings
Mercedes-Benz S550 was re-styled for the 2010 model year.
The Mercedes-Benz S-Class achieves the highest APEAL score of any model in the study. While Ford receives the most segment-level APEAL awards, with five, for the Expedition, Explorer Sport Trac, Flex, Fusion, and Taurus.
The Chevrolet Avalanche and Ford Taurus rank highest in their respective segments in both the 2010 APEAL Study and the 2010 Initial Quality Study.
Other top models include:
For more information on the 2010 J.D. Power and Associates APEAL Study, visit http://www.jdpower.com/autos/articles/2010-APEAL-Study-Results.
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