Subaru Sinks To The Bottom In New J.D. Power APEAL Study
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 SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.
Photo credit: Subaru