The 2025 J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study shows a 4-point year-over-year increase in overall vehicle satisfaction, reaching 851 on a 1,000-point scale. This is the highest result since the study’s redesign in 2020. For the first time in nearly 10 years, scores improved in all 10 categories measured. Fuel economy saw the largest jump at 13 points, followed by infotainment and interior satisfaction, which each rose by 6 points. Despite industry-wide progress, owners of newly launched models reported lower satisfaction levels than those with carryover models, particularly when it comes to vehicle setup and infotainment use. Premium brands outpaced mass market brands in emotional satisfaction, with Tesla showing significant gains in nearly every category.
Here’s why it matters:
The 2025 APEAL results provide dealers with critical insight into what features are connecting with today’s buyers and where challenges still remain. Gains in fuel efficiency, tech, and interior appeal suggest stronger selling points and opportunities to reinforce customer value. However, new model dissatisfaction with complex setups and digital interfaces signals the need for hands-on guidance during vehicle delivery. Dealers, especially those representing premium brands, can use these insights to refine their sales process, highlight key features, and improve satisfaction scores across the ownership experience.
Key takeaways:
- Satisfaction hits highest point since 2020
Overall vehicle satisfaction increased to 851. All 10 APEAL categories showed year-over-year gains, an industry-first in nearly a decade. - Premium brands lead, Tesla surges
Emotional satisfaction rose by 11 points among premium brand owners compared to a 2-point gain for mass market customers. Tesla posted gains of 20 points or more in most categories. - New models face setup and tech challenges
New-model owners were less satisfied than those with carryover vehicles, particularly with app-based vehicle setup and infotainment. The satisfaction gap was especially wide among premium vehicles. - Hybrids and PHEVs outperform BEVs in satisfaction
Plug-in hybrids saw a 14-point increase while battery electric vehicles, excluding Tesla, dropped 17 points. Hybrids continue to hit the sweet spot on range, fuel economy, and charging speed. - Personalization features increase emotional engagement
About 55% of owners use personalized profiles for settings like seat position and climate control. Adoption is twice as high among premium buyers, with all users reporting improved satisfaction.
