Most Attractive New Vehicles Since 2020 boast High User Satisfaction
The 2025 J.D. Power U.S. Automotive Performance, Execution, and Layout (APEAL) Study has been released, showcasing a record overall score of 851 out of 1,000 for owner satisfaction. This marks the highest level since the study's 2020 redesign, with improvements across all ten measured categories for the first time in nearly a decade.
Premium Brands Lead the Way
In the premium segment, Porsche once again takes the lead, scoring 890 points, making it the highest-ranking premium brand for the second consecutive year. Land Rover follows closely behind with 882 points, while BMW ranks third with 881 points.
BMW AG collected the most model-level APEAL awards (five), and the BMW X6 earned the top score of any model in this year's study.
Mass-Market Brands Shine
MINI ranked highest among mass-market brands for a second consecutive year, with a score of 876. The Kia K5 also won its segment for the fifth consecutive year.
Fuel Economy, Infotainment, and Interiors See Significant Gains
Scores improved in all ten categories tracked by the APEAL Study, with the largest gains in fuel economy satisfaction (13 points), infotainment (6 points), and interior quality (6 points). These improvements reflect growing owner appreciation of fuel-efficient or alternative-fuel vehicles, as well as technology and comfort as key factors.
However, owners of new models expressed lower satisfaction with vehicle setup and startup and infotainment system usability compared to carryover models, indicating that increasing complexity challenges user experience.
Personalization Features Drive Emotional Satisfaction
Personalization features, such as individual driver profiles, are emerging as key drivers of emotional satisfaction. More than half (55%) of vehicle owners now set up profiles to adjust settings like seat position and climate control.
Plug-in Hybrid Electric Vehicles (PHEVs) and Electric Vehicles (EVs) Perform Well
PHEVs posted a 14-point gain, reaching 855, while battery electric vehicle (BEV) owners still score high overall. However, non-Tesla BEV owners' satisfaction dropped by 17 points, to a score of 860. Volkswagen's ID.Buzz and Porsche's Taycan were among the standout electric offerings to receive top marks.
ICE Vehicles and Hybrids Maintain Satisfaction Levels
Owners of internal combustion engine (ICE) vehicles and hybrids experienced more stable satisfaction levels year over year.
Other Notable Vehicles
Other standout vehicles include the MINI Countryman, Land Rover Range Rover, Porsche Taycan, Hyundai Santa Fe, and Ford Super Duty.
The APEAL Study assesses 37 attributes, delivering one of the industry's most comprehensive portraits of owner enthusiasm. The robust improvement helped drive an 11-point overall satisfaction increase among premium brands, while the adoption rate of personalization features is twice that of mass-market brands.
In summary, Porsche leads premium brand satisfaction, MINI leads mass market, and BMW stands out for its segment-leading models. Satisfaction improvements are seen across fuel economy, infotainment, and interiors, with some concerns remaining about new technology complexity for vehicle startup and infotainment usability.
- Porsche, a premium brand, received the highest score of 890 points in the 2025 J.D. Power U.S. Automotive Performance, Execution, and Layout (APEAL) Study, making it the leading brand for the second consecutive year.
- In the mass-market segment, MINI ranked highest for the second year in a row, with a score of 876, and the Kia K5 also won its segment for the fifth consecutive year.
- Significant gains were observed in fuel economy satisfaction (13 points), infotainment (6 points), and interior quality (6 points), indicating a growing owner appreciation for fuel-efficient vehicles, technology, and comfort.
- Personalization features, such as individual driver profiles, have emerged as key drivers of emotional satisfaction, with more than half (55%) of vehicle owners now setting up profiles to adjust seat position and climate control.
- Plug-in Hybrid Electric Vehicles (PHEVs) posted a 14-point gain, reaching 855, while battery electric vehicle (BEV) owners continue to score high overall, although non-Tesla BEV owners' satisfaction dropped by 17 points.
