Overall Vehicle APEAL Satisfaction in Japan Slightly Declines from 2023, J.D. Power Finds

TOKYO: 2 Oct. 2024 — For the first time in Japan since 2021, owner satisfaction measured by the emotional attachment and level of excitement with their new vehicle has declined, according to the

J.D. Power 2024 Japan Automotive Performance, Execution and Layout (APEAL) Study,^SM released today. The overall APEAL Index score this year averages 668 points (on a 1,000-point scale), a decrease of three points from 2023 (671) due to a decrease in overall satisfaction with mini-cars.

The APEAL Index score for registered cars, such as compact car and SUV, midsize car and SUV, large size car and SUV, minivan and compact minivan, averages 683, the same score as a year ago, while the score for mini-cars averages 636, down 15 points from 2023.

The study, now in its 14^th year, measures owners’ emotional attachment and level of excitement with their new vehicle across 37 attributes. These attributes are aggregated to compute an overall APEAL Index score. The study complements the annual J.D. Power Japan Initial Quality Study^SM (IQS) and the J.D. Power Japan Tech Experience Index (TXI) Study.^SM

“The gap in APEAL satisfaction between vehicles with problems and without problems has been widening since 2021,” said Taku Kimoto, senior managing officer of research at J.D. Power. “This showcases the close correlation between owners’ perceived initial quality of their vehicle and overall APEAL satisfaction. This year, this correlation is stronger for mini-cars than for registered cars, highlighting the importance of quality during the vehicle development process.”

Following are some key findings of the 2024 study:

• Lexus and MINI rank highest in their respective segments: Lexus ranks highest among luxury brands for a fourth consecutive year with a score of 760 and MINI ranks highest among mass market brands for a fifth consecutive year with a score of 720. In the model-level awards, Nissan ranks highest in three segments, while Toyota and Mitsubishi each rank highest in two segments and Suzuki and Subaru each rank highest in one segment. Among the models included in the study, Nissan Kicks (which ranks highest in the compact SUV segment) also ranked highest in the J.D. Power 2024 Japan Initial Quality StudySM (IQS)¹.

• Gap in APEAL score continues to widen between vehicles with and without problems: The study clearly shows that APEAL scores decrease when owners experience a problem with car design or malfunction. Among owners who experience a problem with their vehicle, the APEAL score averages 640, which is 54 points lower than among owners who did not experience a problem (694). This gap has widened since 2021, when the gap was 47 points. In addition, the gap in APEAL score between vehicles with and without problems is 62 points for mini-cars, compared with 54 points for registered cars. Given that these gaps were 52 and 54 points, respectively, in 2023, the 10-point increase for mini-cars may indicate that owners are perceiving vehicle problems within the first year as a contributor to their overall APEAL satisfaction.

• Satisfaction among owners of registered PHEVs and registered EVs: APEAL satisfaction among mini-car owners has decreased since 2023 for all powertrains. Among owners of registered gasoline- or diesel-fueled internal combustion engine (ICE) vehicles and hybrid electric vehicles (HEVs), satisfaction is lower than a year ago, while satisfaction with plug-in hybrid electric vehicles (PHEVs) and electric vehicles (EVs) has improved. Satisfaction with fuel economy is higher than a year ago for PHEVs and EVs. The increase in overall APEAL satisfaction for PHEVs and EVs is driven by the market introduction of vehicles enhanced in terms of battery capability and range.

Highest-Ranked Brands and Models

Lexus ranks highest among luxury brands with a score of 760, and MINI (720) ranks highest among mass market brands.

By segment, the highest-ranking models are:

• Mini-car–Sedan segment: Suzuki Lapin
• Mini-car–Height Wagon segment: Nissan Sakura
• Mini-car–Super Height Wagon segment: Mitsubishi Delica Mini
• Compact Car segment: Nissan Note
• Compact SUV segment: Nissan Kicks
• Midsize Car segment: Subaru Levorg
• Midsize SUV segment: Mitsubishi Outlander
• Compact Minivan segment: Toyota Sienta
• Minivan segment: Toyota Vellfire

The Japan Automotive Performance, Execution and Layout (APEAL) Study this year is based on responses from 21,412 owners of new vehicles in the first two to 13 months of ownership. The study was fielded in May-June 2024. The study, which complements the annual Japan Initial Quality Study (IQS) and the Japan Tech Experience Index (TXI) Study, is used extensively by manufacturers worldwide to help them design and develop more appealing vehicles and is used by consumers to help them in their vehicle purchase decisions.

¹ J.D. Power 2024 Japan Initial Quality Study^SM (IQS):
https://japan.jdpower.com/en/business/press-releases/2024_Japan_Initial_Quality_Study

About J.D. Power
J.D. Power is a global leader in automotive data and analytics, and provides industry intelligence, consumer insights and advisory solutions to the automotive industry and selected non-automotive industries. J.D. Power leverages its extensive proprietary datasets and software capabilities combined with advanced analytics and artificial intelligence tools to help its clients optimize business performance.
J.D. Power was founded in 1968 and has offices in North America, Europe and Asia Pacific. To learn more about the company’s business offerings, visit https://japan.jdpower.com/.

Media Relations Contacts

Kumi Kitami, J.D. Power; Japan; 81-3-6809-2996; release@jdpa.com

Geno Effler, J.D. Power; USA; 714-621-6224; media.relations@jdpa.com

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