Ford’s Success in the 2023 J.D. Power APEAL Study

August 12, 2023

There is some exciting news for Ford coming from the 2023 J.D. Power APEAL Study. Ford has been making waves with its impressive performance in this year’s study, and we’re here to break down all the juicy details for you.

Ford's Success in the APEAL Study

The 2023 J.D. Power APEAL Study has brought in some good news for Ford, highlighting the automaker’s success and high rankings. Ford has managed to position itself above the mass market average, showcasing its commitment to delivering vehicles that truly resonate with their owners.

Bronco Sport vs. Chevy Trailblazer: A Tight Race

In the hotly contested small SUV/crossover segment, the Ford Bronco Sport has emerged as a strong contender. It secured an impressive tie for second place alongside the Chevy Trailblazer, with only the Mini Countryman edging ahead. This accomplishment reflects Ford’s dedication to creating vehicles that capture the hearts of SUV enthusiasts.

Mustang Mach-E: A Double Win

The Ford Mustang Mach-E has been on a winning streak, and the 2023 APEAL Study is no exception. Fresh from its third-place triumph in the J.D. Power 2023 U.S. Electric Vehicle Experience (EVX) Ownership Study, the Mustang Mach-E also secured a noteworthy spot among the best compact SUVs/crossovers in the market. Its third-place finish in the compact SUV/crossover segment of the APEAL Study solidifies its position as a crowd-pleaser.

A Look at the Compact SUV/Crossover Segment

While the Mustang Mach-E achieved an impressive third-place finish, it found itself in good company. The Kia EV6 and Nissan Ariya tied for first place, making them the frontrunners in this highly competitive category. These three models were the standout performers in the compact SUV/crossover segment, showcasing their exceptional appeal to owners.

A Dampened Mood in the Overall Market

Interestingly, the 2023 APEAL Study marks the first time in its 28-year history that the overall market has seen a consecutive year-over-year decline in owner satisfaction. This decline, albeit small, has raised concerns about potential underlying issues. The study measures emotional attachment and excitement among owners, considering a range of 37 attributes. Over the past two years, owner satisfaction dropped by two points in 2022 and an additional three points in 2023.

Seeking a Deeper Understanding

Frank Hanley, the senior director of auto benchmarking at J.D. Power, provided valuable insights into this trend. Despite the impressive technological and design innovations that manufacturers are integrating into new vehicles, owners appear to be lukewarm about their experiences. Innovations like charging pads, vehicle apps, and advanced audio features should ideally enhance the ownership experience. However, when issues arise, this is not always the case. Hanley emphasized that this downward trend in satisfaction should serve as a warning to manufacturers. It’s imperative for them to delve deeper and gain a better understanding of what owners truly desire in their new vehicles.

Ford’s performance in the 2023 J.D. Power APEAL Study is a testament to the automaker’s commitment to delivering vehicles that resonate with their owners. From the Ford Bronco Sport to the Mustang Mach-E, these vehicles have proven their appeal and ability to capture the hearts of enthusiasts. While the overall market might be experiencing a dip in owner satisfaction, it’s also an opportunity for manufacturers to reevaluate and align their offerings with what truly matters to their customers. Stay tuned for more exciting updates from the automotive world!