In the most recent edition of the J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study, General Motors’ premium brand Buick was ranked only a few points above the segment average, indicating that consumers are slightly more satisfied with their Tri-Shield vehicle than average.
According to the 2023 J.D. Power APEAL Study, overall satisfaction across the automotive industry fell, marking the first time there was a consecutive year-over-year decline. Buick was ranked ninth overall with a score of 841 out of a possible 1,000 points. This puts the Tri-Shield brand between rivals Nissan and Ford, which posted scores of 843 and 838, respectively.
Notably, the segment average stood at 837.
There were several key findings in this study, including:
- Both premium and mass-market segments decreased in overall satisfaction
- Owners prefer Android Automotive Operating System (AAS) with Google Automotive Serves (GAS)
- Satisfaction with fuel economy was better among BEVs than gas-powered vehicles
- Electric vehicles are closing APEAL gap with ICE-powered vehicles
- Tesla satisfaction is declining
As background, the 2023 J.D. Power APEAL Study is based on the responses from 84,555 owners of new 2023 model-year vehicles who were surveyed after 90 days of ownership, and nine of the 10 measuring factors declined on a year-over-year basis. The study was fielded from February 2023 to May 2023, based on vehicles registered from November 2022 to February 2023.
“The decline in consecutive years might look small, but it’s an indicator that larger issues may lie under the surface,” J.D. Power Auto Benchmarking Senior Director Frank Hanley stated in a prepared statement. “Despite the technology and design innovations that manufacturers put into new vehicles, owners are lukewarm about them. While innovations like charging pads, vehicle apps and advanced audio features should enhance an owner’s experience, this is not the case when problems are experienced. This downward trajectory of satisfaction should be a warning sign to manufacturers that they need to better understand what owners really want in their new vehicles.”