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