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Subaru Sinks To The Bottom In New J.D. Power APEAL Study

In the latest J.D. Power APEAL study 2024, Subaru's ranking hits a new low. This could have significant implications for Subaru's owner satisfaction. I'll delve into the details of Subaru's performance deficiencies. 

How low can you go?

How satisfied are you with your new Subaru? The 2024 J.D. Power APEAL study says new Subaru models are still not performing well in customer satisfaction in the first 90 days of ownership. See what the study says about customers who buy a new all-wheel-drive Subaru Forester, Crosstrek, Outback, or another new model.

"Owner satisfaction with new-vehicle design and performance has rebounded after two years of unprecedented decline," says J.D. Power in its latest 2024 U.S. Automotive Performance, Execution and Layout (APEAL) Study.

Subaru's score drops again. 

How does Subaru's APEAL score stack up against other car brands? This comparison provides a broader context for understanding Subaru's performance in the industry.

Overall satisfaction is 847 (on a 1,000-point scale) among all car brands, an increase of 2 points from a year ago, says Power. Satisfaction with new Subaru vehicles, which scored 828 points, is the next-to-lowest mainstream (non-luxury) automaker out of 17. Mitsubishi is the only car brand worse than Subaru, scoring 821.  

In last year's APEAL study Subaru ranked third from the bottom. Read my report here. 

No Subaru models won their segment again as the most appealing in the latest APEAL rankings. 

Highest-ranking mainstream brands.

Mini ranks highest among mass-market brands with a score of 858. Ram (854) ranks second, and Kia (853) ranks third.

What is the APEAL study?

The APEAL study measures the owner's emotional attachment and level of excitement with their new vehicle in the first 90 days.

It could be Subaru's Starlink multimedia experience. Find out more in my report here.

The study doesn't give individual automaker's deficiencies, but it could be Subaru's infotainment system. 

J.D. Power says, "One area that continues to put a damper on excitement across all vehicle fuel types is infotainment—one of the ten factors on which the study is based. Despite satisfaction improving 5 points this year to 823, infotainment remains one of the lowest-scoring categories industry wide."

It's no surprise that Subaru scored low in the 2024 J.D. Power APEAL study. The Japanese automaker has a history of low scores in this study, setting the stage for the current ranking. 

In the first 90 days of owning Subaru models like the 2025 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.

J.D. Power asks owners to consider 37 attributes, ranging from the sense of comfort they feel when climbing into the driver's seat to their exhilaration when they step on the accelerator. 

A new model 11.6-inch multimedia plus infotainment system. 

New Subaru models like the 2025 Subaru Outback, Forester, and Crosstrek now have a new Starlink 11.6-inch multimedia plus infotainment system with wireless Apple CarPlay and Android Auto compatibility. 

The new menu of items can be difficult to navigate unless the Subaru salesperson explains the latest technology. It can take a few tries to figure out and then remember the plethora of new settings and features. 

Power says, "Gone are the days of only listening to AM or FM radio—owners now switch between various audio sources, including satellite radio and Apple CarPlay. However, 25% of owners say switching between sources contributes to a poor audio experience, and 23% say difficult menu structure is to blame." 

"Automakers keep pouring additional features into their vehicle infotainment systems, but it appears to be creating needless complexity," Hanley said.

Are Subaru's new infotainment features too tricky to navigate? The latest J.D. Power APEAL study indicates they may be. 

It's Your Turn

We're eager to hear from you. What's your take on Subaru's new Starlink 11.6-inch multimedia plus infotainment system? Is it user-friendly or overly complex? Your feedback is important, so click the red 'Add new comment' link below and share your thoughts.

I am Denis Flierl, a top Torque News reporter since 2012. I’ve invested over 13 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my X SubaruReportAll Subaru, WRXSTI, @DenisFlierlFacebook, and Instagram.

Photo credit: Subaru

Comments

Brad (not verified)    July 27, 2024 - 10:18AM

The problem with the infotainment system isn’t complexity; it’s poor design and instability. I’ve had it reboot while driving, and had it take several minutes for the radio to finally turn on. New screens pop up when all that’s needed is a single button. Just this week, my usual “Welcome Brad” has changed to “Welcome Driver B.” It is by far the worst thing about my Outback, which I otherwise absolutely love.

Casey (not verified)    August 7, 2024 - 1:02PM

In reply to by Brad (not verified)

I would love my 2023 Forester if the infotainment system worked. I’m on my second one and this one doesn’t work right either. I can’t begin to list all of the issues it has and Subaru refuses to fix it. From the radio to ApplePlay there are problems. It’s junk. The 2025 models seem like they might have fixed the problems, but that doesn’t help me any. I’m struck paying on a car that Subaru refuses to fix.

Jike (not verified)    July 27, 2024 - 10:19AM

Definitely for most cars. I shop to avoid complex entertainment and control systems. I prefer tactile duals and knobs, small screen and no-look operation. I don't want an iPad glued to my center console.

D (not verified)    July 27, 2024 - 12:37PM

The infotainment and climate control integration is my biggest and only gripe on my WRX. I hate it so much that I almost bought something else entirely. It still annoys me every time I drive. Give me proper knobs, switches, tactile mechanical controls. Not having to navigate thru screens.

JR (not verified)    July 27, 2024 - 1:02PM

The infotainment and audio experience is much better on my 2024 Subaru Crosstrek than the one found on my Audi Q7. Sure, the menus take a bit of getting used to, but are very intuitive and easy to learn. Sound output is far superior on the Subaru as well. The #17th place rating is certainly not deserved and I wonder if the comparisons are are indeed accurate.

Pat Halliburton (not verified)    July 27, 2024 - 2:52PM

It’s always nice to see an article like this to reinforce the fact that I’m not one of the mainstream sheep who only care about comfort and entertainment in their cars. I love my 2023 Subaru Forester Sport, the look and the driving. No wonder most of the cars are so expensive and plush but are nothing but the latest style.

Roy Nelson (not verified)    July 28, 2024 - 8:03AM

In reply to by Pat Halliburton (not verified)

Maybe they don’t understand Subaru owners. For me, a car is not an emotional attachment, but a functional, practical appliance. The first 90 days are the least significant part of car ownership unless one is dating their car.

Deborah A Wagner (not verified)    July 27, 2024 - 5:01PM

I love my outback, the infotainment had a learning curve. So I took the time to sit and go through every options just like a new phone. I like that I can find almost every answer I need in one system.

Richard Pocker (not verified)    July 27, 2024 - 5:58PM

I traded in my 2018 VW Beetle and purchased the 2024 Outback. The car is very comfortable but I hate it and regret my decision. I hate all the “safety” features that ping and whistle. I hate they can’t be disconnected permanently. I want to be in control of my car not the other way around. If this is the future of driving, I’m going to sell it and buy a used car. BTW the gas mileage is less than 19 mpg and not the listed 25 on the sticker. I rate this car a zero.

Les (not verified)    July 28, 2024 - 12:40AM

In reply to by Richard Pocker (not verified)

I agreed with you about the mileage. We got a 2024 Ascent limited 8 months ago and it has been back to the dealership more half a dozen times and a message to subaru or america and yet no resolution with the terrible mileage that we are getting which is under 14/mpg. We were given another Ascent as a loaner while pur vehicle is in the delearship's shop and we were getting over 19/mpg, so it's not our driving habit orthe gas that we put in the car nor the roads that we drive in. It's the car that they sold us that has a problem but the delearship can't seem to be able to fix and subaru of america never responded to our correspondence that was sent months ago.

Jake (not verified)    July 28, 2024 - 12:22PM

In reply to by Richard Pocker (not verified)

And here I went from a 2020 Mazda CX 5 to a 2025 Outback and I love it ! I am getting near 30.9 MPG mixed figured by hand, Not using the on board stuff. Good News is- they hold value very well much better than any VW so a trade will be easier to absorb.

Dan Curl (not verified)    July 27, 2024 - 6:39PM

We bought our 2024 Subaru Outback Premium about 7 weeks ago and could not be more pleased. Every aspect of the vehicle is better than expected and expectations were high, this being our 5th new Subaru. Absolutely nothing to complain about and extremely happy to have purchased this car.

Todd (not verified)    July 27, 2024 - 7:17PM

Our 2024 Outback has the huge infotainment center and it is LAGGY! Even with the latest update. They should never put heating and cooling controls on the same giant screen as everything else, that’s my biggest gripe. We picked up a slightly used trailblazer, and it has Infotainment screen separate from the climate controls and it is amazing. I don’t know why Subaru does this. It’s vastly unpopular.

CDH (not verified)    July 27, 2024 - 7:19PM

Got a 2025 Subaru Forester (upgrade from a 2017 model) just this month and love it. Very comfortable. And the infotainment system does not seem complex at all. I can navigate it easily. It also was easy to connect Android Auto. Hitting the home button takes you to main screen options. Only took a bit of time navigating to see where things are. I did skim the owner's manual to find certain settings to change on the car. Admittedly I am someone comfortable with computers and not afraid to explore/click/tap on things so not sure if that might ge why I don't find it confusing or difficult.

Orrin (not verified)    July 27, 2024 - 8:03PM

I have never wanted to underwater on a car loan so badly until I bought an Outback XT Touring. The infotainment system is so slow that it times out when attempting to do things.
I want to enable the heated seat, it'll time out before you can get it to work.
The touch screen is garbage and half the time doesn't register a press which makes it so dangerous to use on the highway.
The fan control is horrible and you have to press it over and over and then suddenly it'll go max when all I wanted to do was increase the speed by one or two.
Never buying another subaru.

David L (not verified)    July 29, 2024 - 11:08PM

In reply to by Orrin (not verified)

Orrin is spot on.
My 2022 Outback has a plethora of "safety" features, including seat belt warning chime that goes into panic mode if you merely take your foot off the brake to advance in the gasoline line at Costci while your seat belt is temporarily unbundled. Subaru airheads could have done more for safety by not requiring the user to advance thru multiple screens to change from fresh air to recirculate. I could go on with another half dozen examples, but what's the point.

Mara (not verified)    July 27, 2024 - 8:53PM

Ha! I see I am not alone. This article makes me even happier that I chose to buy a Hyundai over the Subaru Crosstrek. I was so thoroughly confused by the 11" infotainment system, I was willing to test drive the only base model Subaru kept on their lot. But I was terribly concerned and equally disappointed that even the base model integrated the air conditioner controls into the computer display. With the salesperson's lackluster explanation that all cars are becoming heavily computerized, I drove straight to Hyundai and purchased my new comfortable and economic drive. I love my modest infotainment screen and traditional air-con controls.

Jake (not verified)    July 28, 2024 - 12:25PM

In reply to by Mara (not verified)

Hyundai and KIA- all this means is a good candidate to get stolen or burn up- Have you noticed all the recalls for poss fires? I have never run across another automaker with so many issues. I am no Subaru fan directly... Yes I own one now but have owned multiple other brands as well.

Josh (not verified)    July 27, 2024 - 9:15PM

We absolutely hate the new infotainment system. No need to have HVAC and seat heat controls in it. We had a 2022 WRX, but sold it after a year of ownership because operating the fan blower speed while driving was next to impossible in the car with a bumpy suspension. Also, adjusting the seat heat was a convoluted mess that ends up cooking your butt unless you pull off the road and make the necessary adjustments. These functions don't need to be touch screen.

My wife currently drives a 2020 Ascent (pre 11.6 infotainment) and she loves it. We've owned 4 different Subarus over the years but when we replace my wife's car we'll go with a different brand, that's more user friendly.

ImprezaOwner (not verified)    July 27, 2024 - 9:40PM

Subaru needs to do what Hyundai and Kia do and pay "consulting" and "advertising" fees to JD Power. Their ratings will suddenly improve.

Robert Messa (not verified)    July 27, 2024 - 11:04PM

2023 Forester

Too many gadgets! Sales manager gave me work around suggestions for poor vision on roads at night. I feel like I should have kept my 2014 Forester. It was simple but repairs were puling up.

I'll try another brand when I pay this one off. It sucks because I just want a simple reliable car. I didn't want all this crap added.

Ken Voss (not verified)    July 27, 2024 - 11:43PM

2 weeks into our 2024 Crosstrek Sport...The infotainment system is a challenge to seniors like us
But overall very happy with the car
Our 1st SUV.

Irwin Goldzweig (not verified)    July 28, 2024 - 12:07AM

The 11.6” screen is a waste in its vertical layout. With all that screen space we only get about a 6” rear backup view. This is deficient compared to many other vehicles.

Adrian Durlester (not verified)    July 28, 2024 - 7:54AM

What a hatchet job and poor journalism. It takes generic comments from the (already out of date) study and users then to freeman only one particular brand. I've been driving my 2025 Subaru Forester Premium for about two months now and find it an excellent vehicle, a perfect upgrade from my 2021 model. The Infotainment screen just takes a little time to learn to navigate. Why is it car owners complain when all they need to do is RTFM! To pretend that any car is not a complex device is insane
It's just lazy to complain about features that are ready to learn with some effort!

Randy Foege (not verified)    July 28, 2024 - 10:20AM

I have 2024 outback onyx xt I bought new 5 months ago. I do find the info tainment system puzzling at best. When it does what I'm trying to get done, I am very pleased with it. It seems like there is rarely a time when I drive the car or if I attempt to do anything with the infotainment system while I'm driving, it does what I expect. While listening to songs I've been hearing for 30 years, I'm able to understand words that I never could before showing me that the system is doing a great job with the audio quality.

Harrison (not verified)    July 28, 2024 - 12:08PM

It's not that it too hard to navigate starlink, though it could be easier. It's the lag time and lack of responsiveness. It's really bad. The CV tranmission also feels mushy and an takes away from the driving experience. It's just not a fun car to drive in any way, but nonetheless I do like my outback wilderness, just not love...