The study, now in its 30th year, tracks the emotional connection owners feel with their vehicles in the first 90 days of ownership. It evaluates everything from a driver’s exhilaration when pressing the accelerator to their comfort while climbing into the driver’s seat. This year’s findings offer a revealing snapshot of what’s delighting drivers—and what’s frustrating them—as the industry continues to push the boundaries of what a car can be.
“This year’s improvements are a clear sign that manufacturers are succeeding in building vehicles that both perform well and resonate emotionally with owners,” said Frank Hanley, senior director of auto benchmarking at J.D. Power. “But even as satisfaction rises, persistent frustrations with technology—particularly in newer models—remind us that innovation must also prioritize ease of use.”
Gains Across the Board
For the first time in nearly a decade, scores improved in all ten categories tracked by the APEAL Study. Leading the gains was a 13-point improvement in fuel economy satisfaction, followed by notable jumps in infotainment and interior quality, each up by six points. The study captures how well manufacturers have responded to growing consumer expectations around energy efficiency, comfort, and connectivity.
Despite these broad improvements, the study highlights a growing divide between vehicles that are all-new and those that are carried over from previous model years. Owners of carryover models report higher satisfaction—an average of 852 points, compared to 846 for new launches. While new models often bring advanced features, they’re more likely to introduce complex interfaces and software bugs that sour the early ownership experience.
“The excitement of owning a redesigned car can be offset by frustration with setting it up or figuring out how it works,” Hanley said. “That’s especially true in the premium segment, where expectations are high, and the technology is often more sophisticated.”
Among premium vehicles, carryover models scored 48 points higher for setup/startup and 26 points higher in infotainment than newly launched vehicles—gaps that illustrate the challenges automakers face in integrating advanced features without overwhelming users.
EV Enthusiasm Grows—But Not Evenly
The study also offers new insights into how satisfaction varies across fuel types, with some surprising shifts from last year. While battery electric vehicle (BEV) owners still score high overall, satisfaction among non-Tesla BEV owners dropped by 17 points, to a score of 860. In contrast, plug-in hybrid electric vehicles (PHEVs) posted a 14-point gain, reaching 855.
Owners of internal combustion engine (ICE) vehicles and hybrids experienced more stable satisfaction levels year over year, suggesting those platforms continue to meet expectations around reliability, usability, and performance. Many consumers pointed to PHEVs and hybrids as hitting a “sweet spot” in balancing fuel economy, range, and charging convenience.
Tesla, however, defied the trend. The brand posted double-digit year-over-year gains across nearly all APEAL categories, with the exception of powertrain (up 6 points), where it has traditionally dominated. The company’s robust improvement helped drive an 11-point overall satisfaction increase among premium brands, compared to a 2-point gain in the mass market segment.
Personalization and the Emotional Connection
The study also reveals that 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. Among premium vehicle owners, the adoption rate is twice that of mass market brands.
“When drivers take the time to personalize their cars, they feel more emotionally connected to them,” Hanley said. “It’s a powerful tool for boosting long-term satisfaction.”
Brand Rankings and Standout Models
Porsche retained its spot as the highest-ranking premium brand with a score of 890, followed by Land Rover (886) and BMW (881). Among mass market brands, MINI ranked highest for a second consecutive year at 876, with Dodge (868) and GMC (852) rounding out the top three.
The BMW X6 earned the top score of any model in this year’s study, while the Kia K5 won its segment for the fifth consecutive year. Other standout vehicles include the MINI Countryman, Land Rover Range Rover, Porsche Taycan, Hyundai Santa Fe, and Ford Super Duty—each earning repeat honors in their respective categories.
Among automakers, BMW AG collected the most model-level APEAL awards (five), followed by Hyundai Motor Group (four), and Ford Motor Company and Volkswagen AG, with three each. Notably, Volkswagen’s ID.Buzz and Porsche’s Taycan were among the standout electric offerings to receive top marks.
Survey Methodology
The 2025 U.S. APEAL Study is based on feedback from 92,964 owners of new model-year 2025 vehicles, collected after 90 days of ownership. The survey was conducted between June 2024 and May 2025, covering vehicles registered from March 2024 to February 2025.
By assessing 37 attributes—from how a car looks and feels to how it performs and connects—the APEAL Study delivers one of the industry’s most comprehensive portraits of owner enthusiasm. It also complements J.D. Power’s other benchmark studies, including the U.S. Initial Quality Study (IQS) and Tech Experience Index (TXI), painting a detailed picture of how vehicles are received in the real world.