Owner passion for new vehicles is at an all-time high—increasing across the board compared to last year.
The details: According to J.D. Power’s 2025 U.S. Automotive Performance, Execution and Layout (APEAL) Study, overall owner satisfaction has increased to 851 (on a 1,000-point scale).
That’s up 4 index points from a year ago and the highest level since the study was last redesigned in 2020.
Scores improved in all 10 categories—spanning driving comfort to infotainment—compared to 2024 for the first time in nearly a decade.
The 2025 gains are led by a 13-point improvement in satisfaction with fuel economy, followed by infotainment and interior, which each increased by 6 points.
Biggest winners: Many of the top J.D. Power APEAL rankings for 2025 mirror last year—with import brands leading the way.
Porsche tops the list among premium brands for the second year in a row, with a score of 890—with Land Rover (886) ranking second and BMW (881) third.
Mini ranks highest in appeal among mass market brands for the second consecutive year, with a score of 876—with Dodge (868) coming in second and GMC (852) third.
BMW X6 ranks the highest among individual models—with the Kia K5, BMW X4, Mini Countryman, Land Rover Range Rover, Porsche Taycan, Hyundai Sante Fe, and Ford Super Duty all receiving model-level awards.
Why it matters: Owner satisfaction is rising, proving that automakers are getting better at meeting consumer expectations in key areas like fuel economy and tech. This growing emotional connection boosts brand loyalty and positions top performers for stronger market success.
Between the lines: One of the most interesting findings in the study is that for a second year in a row, owners of carryover models express more emotional affinity for their vehicle than do owners of new-model launches.
The largest satisfaction gaps for launch vehicles are in vehicle setup/startup (via the app) and infotainment—more prominent with the premium segment.
Carryover models score 48 points higher for setup/startup and 26 points higher for infotainment in the J.D. Power APEAL study.
What they’re saying: “Manufacturers have made significant advancements that continue to redefine the vehicle ownership experience and have become more adept at translating innovation into meaningful customer engagement. However, the study finds that owners of new models have lower levels of satisfaction with vehicle setup and startup—as well as infotainment systems—compared with owners of carryover models,” said Frank Hanley, Senior Director of Auto Benchmarking at J.D. Power.
Bottom line: Amid the high emotional affinity for new vehicles, increasing technology and menu complexity remain persistent challenges for many in the industry, as Hanley puts it. Brands that focus on addressing these issues are more likely to inspire loyalty, justify premium pricing, and help drive word-of-mouth sales.
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