Buick performed well in the recent J.D. Power Automotive Performance, Execution and Layout (APEAL) Study in the Chinese market, which attempts to gauge initial owner satisfaction with new vehicles.
The J.D. Power APEAL Study, which is now in its 19th year, uses survey data to measures owners’ emotional attachment to and level of excitement with their new vehicle across 37 attributes in 10 vehicle experience groups, J.D. Power says. These vehicle experience groups include exterior, setting up and starting, getting in and out, interior, performance, driving feel, safety, infotainment, driving comfort and fuel economy. Brands are then ranked on a 1,000-point scale based on survey responses, enabling J.D. Power to rank car brands based on their overall appeal to new buyers.
Among the mainstream brands currently active in China, Buick ranked second overall with a score of 747 out of 1,000. The Buick GL8 minivan helped elevate the brand’s score in this study, with buyers of the vehicle responding very positively to their experience in survey responses. GAC FCA Jeep was first overall with a score of 757, while Dongfeng Yueda Kia trailed Buick in third with a score of 744. Dongfeng Nissan and WEY also performed strongly with scores of 742.
Jeff Cai, general manager of auto product practice at J.D. Power China, said the majority of new ICE vehicle buyers in China were born after 1990. This demographic was the least satisfied with their vehicle purchase in this study, suggesting automakers should do more to appease their new millennial buyer bases. Cai believes automakers can do this by making more fashion-forward, tech-laden vehicles.
“This generation is more demanding in fashion, technology and intelligent features than other generations, which requires the automakers to incorporate their special needs in the product plan and design phase as early as possible to ensure that vehicles proactively meet the demands of future customers,” Cai said.
This year’s edition of the study is based on responses from 34,572 ICE vehicle owners who purchased a new vehicle between June 2020 and March 2021.