The J.D. Power Automotive Performance, Execution and Layout (APEAL) has garnered an increase in overall vehicle satisfaction for the first time in years. For 2025, the outlet reported a 851 out of the total 1,000-point scale — the highest score recorded since the study was redesigned in 2020.
This is also the first time in roughly a decade that the APEAL study saw improvements in all the major categories measured. But it looks debatable whether those improvements stem from the industry having turned a corner or simply hitting rock bottom and having nowhere to go but upward.
The biggest factors were reportedly industry improvements in fuel economy and interior designs. Meanwhile, digital interfaces were still deemed too complex by many — with J.D. Power recommending that dealers educate customers on the technology features of modern vehicles to gradually help improve consumer sentiment. This was also mirrored by vehicle type. Combustion and hybrid models boasted a higher level of owner enthusiasm over all-electric models or plug-in hybrids.
It’s no secret that consumer satisfaction has been on the decline for just about every type of consumer good that’s presently on sale. For automobiles, a large portion of that can be attributed to frustrations surrounding new technologies and changes to traditional designs. Modern infotainment systems haven’t been terribly popular with drivers, nor are the way in which today’s vehicles have been built to be intentionally less serviceable. However, tech-forward features (e.g. advanced driving aids, gesture controls, in-cabin cameras, vehicle-based apps that allow phones to become interactive keys, etc) have been exceptionally polarizing.
These issues are even highlighted in the 2025 J.D. Power APEAL study, which is supposed to determine how attached owners are to their new rides. Despite improvements to the overall score, freshly launched models reported lower overall satisfaction levels than those with carryover models. This was particularly noteworthy where infotainment and vehicle interfacing came into play. It seems like people like new infotainment systems even less than the older variants.
The main exception here was the ability to customize the user experience using those systems. But drivers still preferred doing so within the vehicle they purchased, rather than having to download an app to a mobile device.
In all cases, customer satisfaction was higher among premium brands — which is typical for the APEAL study. Drivers of mainstream automobiles seem to want simple and straightforward vehicles prioritizing mechanical functionality over electronic frills. But those spending significantly more for higher-end brands look to want the opposite.
We’ve noted this before, but there are ongoing concerns regarding the efficacy of J.D. Power. The fact that they charge manufacturers for access to survey results and know that their awards can be leveraged into positive marketing, arguably creates a conflict of interest. However, having worked in market research myself, this is a ubiquitous trend and typically how those businesses keep the lights on.
Concerns have likewise been thrown at how the studies are conducted. Some have argued that the surveys don’t paint a clear picture. For example, J.D. Power’s popular Initial Quality study tabulates the number of problems on a given model based on survey results. But it encompasses both mechanical and electronic based partially upon respondents’ opinion. It also only encompasses the first 90 days of ownership — which is hardly enough time to be indicative of long-term reliability.
Studies likewise change over time. The APEAL study was modified in 2020 to encompass more factors. While the purpose of the survey is to determine which new models drivers had the highest emotional investment for, allegations have been thrown around that J.D. Power may have weighted the survey to favor certain brands. We obviously have no clue if those claims are valid. But it’s certainly not beyond the scope of what other research firms have done. Still, even that doesn’t make the data entirely useless — just potentially biased.
According to J.D. Power, the 2025 U.S. APEAL Study was based on responses from 92,964 owners of new 2025 model-year vehicles who were surveyed after 90 days of ownership. The study was fielded from June 2024 through May 2025 and based on vehicles registered from March 2024 through February 2025.
Based on those results, it still sounds like automakers are still blowing it with this software-focused approach to automobiles. Customers, particularly those interested in mainstream automobiles, continue to indicate a preference for uncomplicated (see: traditional) controls and vehicles that will reliably perform as advertised. Only those buying from premium brands seem truly interested in the latest tech features or vehicle designs that prioritize novel features.
The core issue seems to be that all brands simultaneously trying to pivot upmarket and become “tech companies” wasn’t a winning strategy. What continues to work for Tesla or BMW cannot be adapted for every automaker currently in operation — proven by the fact that J.D. Power reported that the EV manufacturer and other premium brands typically held higher levels of emotional satisfaction than their mass-market counterparts.
This translated into Porsche receiving the highest among all brands, with an overall score of 890. Trailing the German brand within the premium segment was Land Rover (886 points) and BMW (881). While Tesla and Rivian both garnered slightly higher scores than Porsche, the outlet stated they did not reach the criteria required to be given an official score.
MINI (which J.D. Power considers a mass market brand) boasted a score of 876. Dodge (868) was ranked second and GMC (852) came in third. The BMW X6 was given the highest overall score of any model with the Kia K5 garnering a model-level award for a fifth consecutive year.
“BMW X4, MINI Countryman, Land Rover Range Rover and Porsche Taycan each receive model-level awards for a third consecutive year,” reported J.D. Power. “Hyundai Sante Fe and Ford Super Duty each receive model-level awards for a second consecutive year.”
Additional awards can be viewed on the J.D. Power website. This includes rankings of every automotive brand included in the survey. But don’t expect to get a comprehensive breakdown on individual models without being a manufacturer who is likewise a client.
[Images: Kia; Porsche; BMW; Hyundai]
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