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JD Power: Porsche, Audi and BMW are the most desired auto brands in the U.S.

The 18th edition of the APEAL Study conducted by JD Power shows that Porsche is, for the ninth time in a row, the most desired auto brand in the U.S., and Volkswagen Group receives the highest number of segment awards.

Porsche is the highest-ranked nameplate in the USA according to the JD Power 2013 APEAL Study

Porsche is the highest-ranked nameplate in the USA according to the JD Power 2013 APEAL Study

JD Power released the results of the 18th edition of APEAL study – J.D. Power 2013 U.S. Automotive Performance, Execution and Layout (APEAL) StudySM. This study assesses how desirable the vehicles offered for sale in the United States are, using an algorithm with 77 attributes and generating a score of up to 1,000 points.

As the producers of the study emphasize, the most desirable models remain in the dealers’ car parks for short periods of time, are sold at higher prices and create a higher probability to loyalty when they are changed. The 2013 APEAL Study by JD Power clearly makes Porsche winners, for the ninth time consecutive, with two very desirable models in the top and the best score.

2013 APEAL Study Results by JD Power

After Porsche, the podium is completed by Audi and BMW, two other premium manufacturers from Germany. Brands like Land Rover, Lexus, Mercedes-Benz, Jaguar, Infiniti and Cadillac followed in the top, mark the first volume car manufacturer was Ram, the Dodge division designed for pick-ups.

At the opposite side of the podium are auto brands like Smart, Mitsubishi, Subaru, Jeep and Toyota. Premium brands manage an average score of 844 out of 1,000 points, while the volume brands have an average score of 786 points on the same scale, show the study results. Even so, the worst ranked brand gets a desirability score of 739 points.

The most appealing cars in the US by category

Fiat 500 is the most desirable model in its segment, according to the JD Power 2013 APEAL Study. In the B segment, Chevrolet Sonic (Aveo in Europe) ranks first, while Volt is the most desired compact, surpassing the Volkswagen Beetle and Volkswagen Golf models. The most desired sport compact car is Volkswagen Golf GTI, while Volkswagen Passat takes the podium as the most desired mid-range vehicle.

In the mid-range sports car class, Ford Mustang achieves the best position. BMW 5 Series is the most wanted car as mid-range premium, while Mercedes-Benz SL is the most desired sports car in mid and premium segment. The most desired sports car in the premium compact class is Porsche Boxster. The most desired high-class car is Dodge Charger, while the high premium class is dominated by Lexus LS.


The 2013 APEAL Study is based on responses gathered between February and May 2013 from more than 83,000 purchasers and lessees of new 2013 model year cars and light trucks, who were surveyed after the first 90 days of ownership. The APEAL Study complements the Initial Quality Study (IQS), which focuses on problems experienced by owners during the first 90 days of ownership.

“Appealing vehicles are simply good news for both consumers and automakers,” said David Sargent, vice president of global automotive at J.D. Power. “Even within the same vehicle segment, consumers are willing to spend substantially more on vehicles that they find attractive, provide the performance and utility they are looking for, and have well-executed interiors. These vehicles also sell more quickly.”

Vehicles with higher APEAL scores tend to build customer loyalty, as well. By comparing this year’s APEAL Study with those of previous years, it can be determined that nearly two-thirds (64%) of owners whose vehicle model achieved an APEAL score at least 100 points above the segment average repurchase the same brand the next time they shop for a new vehicle, compared with 55% of those whose vehicle model scored at least 100 points below the segment average.

“One percentage point of loyalty is worth tens or even hundreds of millions of dollars to automakers,” said Sargent. “These companies are fighting for every last customer, and it is clear that appealing products remain the key to achieving this.”

J.D. Power offers the following tips to consumers when purchasing a new vehicle:

  • Have realistic expectations about the fuel economy of your vehicle, and remember that the city/highway/combined mileage ranges listed on the window sticker are merely estimates provided by the EPA. Your actual miles per gallon will vary due to many factors, including weather conditions, driving style, tire inflation, and the overall condition of your vehicle.
  • Before you buy, ask your salesperson to demonstrate all of the audio/communication/entertainment/navigation features on the vehicle. In particular, ensure the voice recognition system (if available) responds accurately to your commands. Also, have the salesperson assist you in pairing and connecting your wireless devices to the vehicle’s audio and communication system.
  • Although exterior styling is an important part of a new vehicle’s appeal for many consumers, consider all aspects of a vehicle to ensure it meets your needs. You want to enjoy your vehicle ownership for many years, not just for a few months.

2013 APEAL Study US via JDPower



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