J.D. Power has an annual study called “APEAL” (Automotive Performance, Execution and Layout), focusing on measuring the emotional bond between consumers and their vehicles. Dodge has historically done well in this study, now winning two years in a row, and the first ever brand to go back to back. Let’s break down why Dodge has done so well, and see what goes into deciding the APEAL winners.
This latest APEAL study marks the third consecutive year in which both Ram and Dodge outperform the competition directly. Additionally, J.D. Power also deemed the Ram 1500 as the best vehicle in its large light-duty pickup category. As both brands transition to an electric future, it’s hard to not recognize how far they’ve come, cementing their place as domestic brands that top the industry. Mark Champine, Stellantis Head of Customer Experience, North America, had this to say, “I said last year that we would keep the throttle wide open, and these various results demonstrate our continuing resolve to do so. We remain on a mission to do better for our customers, and we know we have more work to do”.
The APEAL studies take into account customer feedback about vehicle attributes, ranging from throttle response to seating comfort. This takes place during the first three months of ownership and the feedback is then aggregated on a 1000-point APEAL scale. The latest study has Dodge and Ram finish with scores of 882 and 881, respectively. Each brand rose by ten points over its 2020 performance.
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering industry intelligence on customer interactions with brands and products for more than 50 years. Earning a top spot on a J.D. Power study is a big deal and shows that Dodge is a top quality vehicle manufacturer.