Cars have never looked so good
Posted on December 12th, 2011
Automakers trying to make their vehicles more appealing to consumers are succeeding. Marketing and research firm, J.D. Power and Associates, recently conducted its annual Automotive Performance Execution and Layout study, also known as APEAL. Since 1996, the study has examined the satisfaction level of new car drivers based on more than 70 criteria. The gratification car owners have with their vehicle is then measured on a 1,000-point scale, 1,000 being a perfect score. This years results revealed car owners vehicle satisfaction is at an all-time high of 781, up from 778 in 2010.While several factors may help explain why vehicles are more appealing to car owners this year, the firm attributes the higher rating to enhanced fuel economy and sharper vehicle styling.This comes as a welcome revelation for an industry thats received its share of negative news, according to David Sargent, vice president of J.D. Power and Associates.”The auto industry has taken a battering during the past few years,” he said. “However, it is clear that throughout this period, automakers have never lost sight of the fact that survival—and ultimately success—only comes from winning over customers in the showroom. Offering highly appealing vehicles is one of the primary means to succeed.”Attractiveness is up, but quality is down While vehicle attractiveness may be at record levels, consumers appear less excited about a separate study performed by the vehicle research firm, which indicated all-new models tend to have more problems than those that are redesigned.Sargent said this finding may serve as an incentive for automakers to improve the quality of their vehicles, as appeal and superior craftsmanship may increase consumers’ willingness to spend more at dealerships.
