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New Subaru Models Sink To An All-Time Low In J.D. Power APEAL Study

The 2023 J.D. Power APEAL study says new Subaru models are not performing well in customer satisfaction in the first 90 days of ownership. See what it means for customers who buy a new all-wheel-drive Subaru model.
2023 Subaru Outback

How excited are customers with their new 2023 Subaru Outback, 2024 Subaru Crosstrek, and 2023 Subaru Forester? Even though the all-wheel-drive models are among the most popular new vehicles this year, no Subaru models won their segment again as the most appealing in the new 2023 J.D. Power Automotive Performance, Execution, and Layout (APEAL) study. 

The APEAL study measures the owner's emotional attachment and excitement with their new vehicle in the first 90 days. Like last year's 2022 J.D. Power Initial Quality Study, Subaru scores below average.

2023 Subaru OutbackRelated Story: J.D. Power Says Subaru Is Low In APEAL But Still Outscores Toyota And Honda

In the new J.D. Power 2023 APEAL study, Subaru scores well below the mainstream (non-luxury) brand segment average of 837 with a score of 824. In last year's study, Subaru scored in the bottom four of all mainstream automakers. In the 2023 study, Subaru is now third from the bottom. Only Toyota (824) and Chrysler (810) scored lower than Subaru.

No Subaru models win their segment.

No Subaru models won their segment or are even in the top three models as most appealing in the new study. In the SUV segments, the 2023 Subaru Outback, 2023 Crosstrek, 2023 Forester, and 2023 Ascent SUVs are not creating excitement, passion, or wowing owners to make the list of the top vehicles, according to J.D. Power.

2024 Subaru CrosstrekRelated Stories:

Subaru Forester Ranks High In J.D. Power APEAL Study, But It's Not First

Subaru Finally Scores Above Average In The New J.D. Power Initial Quality Study

J.D. Power highest ranked luxury and mainstream brands

Power says Jaguar (887) ranks highest among luxury brands, and Dodge ranks highest among mainstream brands with a score of 887. Ram (873) ranks second, and GMC (858) ranks third among mainstream brands.

What does the APEAL study mean for customers?

The 2023 J.D. Power APEAL study is based on responses from 84,555 owners of new 2023 model-year vehicles surveyed after 90 days of ownership. The study was fielded from February 2023 through May 2023, based on cars registered from November 2022 through February 2023.

J.D. Power says the APEAL Study asks owners to consider 37 attributes, ranging from the comfort they feel when climbing into the driver's seat to their exhilaration when they step on the accelerator. Vehicle owners' responses to queries about these attributes are aggregated to compute an overall APEAL Index score.

It's no surprise Subaru scored low. The Japanese automaker has historically scored low in the J.D. Power APEAL study. 

Related Story: Forester Is The Only Subaru To Score High In J.D. Power 2023 Initial Quality Study (IQS)

In the first 90 days of owning Subaru models like the 2023 Outback midsize SUV, Crosstrek subcompact SUV, and Forester compact SUV, customers aren't wowed by the essential passion points J.D. Power says are the most important that drive customer satisfaction.

Frank Hanley, senior director of auto benchmarking at J.D. Power, says, "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 satisfaction trajectory should be a warning sign to manufacturers that they need to understand better what owners want in their new vehicles."

Subaru's core values are safety, all-wheel-drive, fun-to-drive, and all-weather and all-terrain performance. Subaru customers are happy with these, but their satisfaction with the new vehicle technology is dropping their APEAL score.

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Denis Flierl brings over thirty years of combined auto industry and automotive journalism experience to Torque News readers. He is an accredited Rocky Mountain Automotive Press (RMAP) member. The last twelve years have been spent with Torque News, covering Subaru vehicles and the latest news. Check back daily for his expert Subaru analysis. You'll find the latest stories on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram. 

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Comments

Fred (not verified)    July 21, 2023 - 7:55AM

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Too bad J.D. Power didn't ask me! I'm extremely pleased with my 2024 Subaru Crosstrek. No wonder the Power survey is always suspect.

Joseph (not verified)    July 22, 2023 - 8:50PM

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My 2030 Ascent started having transmission issues at 17,000 miles, rebuilt at 29,000 and having the same issues, the Subaru says I need a new transmission but of course Subaru is being extremely uncooperative, is my next step the NY State lemon law?

ImprezaOwner (not verified)    July 26, 2023 - 10:57AM

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I presume that you mean your 2020 Subaru Ascent. The transmission should still be under the Subaru 5 year/ 60K powertrain warranty. Did Subaru provide a reason why your transmission is no longer covered?

Charlotte Palmer (not verified)    July 27, 2023 - 12:46AM

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I have a 2019 Subaru Forester. I had problems with all my dashboard lights coming on. I had this problem happen 5 times. First thing they would say is that the gas cap may not be on right. I informed each person that would say that?, I replied that I was pumping gas before they were born. They would give me a loaner and keep it a week or two. A few months later it was doing again. They did this and that and replace injectors and?/ or sensors. Finally earlier this year they did somenew procedure and replaced some other things. Knock on wood no more problems. I did contact NJ about the 5x . My complain was not with the service dept. My complaint was with the car. Also, when I took my car in for a recall and after doing the correction they heard a noise. They ended up replacing the transmission. The car was just under 23,000. From what I gathered after talking to someone in service, my 2019 Forester was not the only car with both issues. This is currently between my parents years ago and me, this was our 9th Subsru. All but 2 were bought at the same dealership too. No issues with the dealership.

Jeff (not verified)    July 22, 2023 - 10:38PM

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Subaru and Toyota score low in ratings factors often not ranked highly by the people who buy Subarus and Toyotas. On the other hand, Jaguar and Dodge, 2 brands not even considered viable options by most Subaru and Toyota buyers, are rated highly in these same factors. Surprise! Surprise!

Robert rolfes (not verified)    July 23, 2023 - 4:26AM

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I own a 2023 Outback. Subaru has lost me as a consumer. Touchscreen is poorly designed, no tactile feedback, poor location of controls, must take eyes off road to use, sun glare blocks out screen. Default settings are designed by dumb nerd.
The car handles like my father's Oldsmobile, no longer responsive, transmission doesn't know what it wants, and car just feels clunky. Looking to dump this car soon. Goodbye, Subaru.

Corey (not verified)    July 23, 2023 - 9:32AM

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Subarus arent a "WOW" out the gate car. You grow to love it through thick and thin. You love it for the memories it makes you, whether it be a road trip, a drive to the mountains or camping in it for the night because it decided to pour that night. Thats why people love subarus, the memories it makes you
.Thats what makes a subaru a suabru.

NMK (not verified)    July 24, 2023 - 10:24AM

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I cant say I blame people. Dor the most part the subaru lineup is full of slow, underpowered vehicles with a CVT transmission that, lets be honest NOBODY actually likes. I own a 2nd gen BRZ which I feel is the 1 exception to that. Even the WRX has gone soft. Its ugly and u exciting to drive even with a manual trans. I also just got the 24 impreza RS as my new practical family vehicle. The cvt does suck, and even with the bigger motor it is still a dog. It is just ok on local streets with stop and go traffic. Once on the highway it struggles with steep inclines. Good luck trying to pass anyone without planning well in advance and having lots of space, cuz it takes its sweet time. But it was cheap and AWD which is a bonus for winters in my area.