Dealers looking to better understand what today’s vehicle buyers love most about their cars can take a cue from the just-released 30th annual 2025 J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study. This year’s survey finds that overall owner satisfaction is at its highest level in five years.
For auto retailers, the study offers a window into what drives emotional engagement – and where satisfaction falters – especially among tech-heavy new models.
Key Takeaways for Dealers
- Tech Can Undermine New-Model Satisfaction: Owners of newly launched models report lower satisfaction (APEAL score of 846 out of 1000than those who purchased carryover models (852), echoing quality trends found in J.D. Power’s Initial Quality Study (IQS). The biggest satisfaction gaps center on vehicle setup/startup – particularly via apps – and infotainment systems. Dealers can help boost satisfaction by improving delivery processes, offering hands-on tech walkarounds and proactively helping buyers personalize their vehicle settings.
- ICE and Hybrid Models Offer Predictable Satisfaction: While plug-in hybrids and battery-electric vehicles (BEVs) show more dramatic year-over-year swings in satisfaction, ICE and traditional hybrid owners report more stable, favorable experiences. PHEVs, in particular, see a 14-point improvement from 2024, while satisfaction with BEVs (excluding Tesla) drops 17 points compared to a year earlier across fuel types, reports JD Power. Dealers may want to lean into hybrids and PHEVs as a sweet spot for consumers seeking fuel savings without range anxiety.
- Personalization Pays Off: Just over half of owners now create individual user profiles in their vehicles – and when they do, satisfaction rises across the board. Adoption is notably higher among premium buyers, but mass-market dealers can still benefit by showing customers how to customize settings like seating, climate and infotainment preferences.
- Tesla’s APEAL Surge: Among premium brands, emotional satisfaction jumped 11 points, driven largely by a 20+ point gain for Tesla in most categories. The only exception was powertrain, which remains Tesla’s strongest area with a more modest +6 increase.
Top-Performing Brands
Porsche and Mini again lead their respective segments. Porsche (score: 890) takes top honors among premium brands for the second year in a row, followed by Land Rover (886) and BMW (881). Mini (876) is the highest-ranked mass-market brand, ahead of Dodge (868) and GMC (852).
Award-Winning Models
BMW AG earns the most model-level segment wins, with standout vehicles including the BMW X6 (highest-scoring model overall), X1, X4 and 4-Series. The Mini Countryman also ranked highest in its segment. Other winners include the Ford Super Duty, Hyundai Santa Fe, Kia K5 (for a fifth straight year) and Volkswagen ID.Buzz.
Why It Matters to Dealers
“The APEAL Study shows that when consumers love their cars, they’re more likely to return, refer others, and stay loyal,” Frank Hanley, senior director of auto benchmarking at J.D. Power, says in a news release. “But the gap in satisfaction between new and carryover models signals that dealers play a key role in helping buyers navigate increasingly complex tech.”
For franchise and independent dealers alike, aligning product presentation, tech education and follow-up with the emotional drivers identified in the study could lead to stronger long-term customer satisfaction and retention, J.D. Power says.
Dealers interested in viewing full rankings or segment awards can visit: https://www.jdpower.com/business/us-automotive-performance-execution-and-layout-apeal-study
