J.D. Power Asia Pacific Reports: Satisfaction with Engine/Transmission Performance and Audio/Entertainment/Navigation Systems

Honda and Toyota Models Earn Two APEAL Segment Awards Each; Isuzu Receives One Award


Engine and transmission performance for passenger cars and audio/entertainment/navigation system performance for pickup trucks are becoming more important to new-vehicle owners in Thailand, while the importance of fuel economy has declined across the industry, according to the J.D. Power Asia Pacific 2009 Thailand Automotive Performance, Execution and Layout (APEAL) StudySM released today.

Now in its seventh year, the APEAL Study is an owner-reported measure of what gratifies owners in Thailand about their new vehicle’s performance and design during the first two to six months of ownership. The study examines nearly 100 attributes covering 10 vehicle categories: exterior; interior; storage and space; audio/entertainment/navigation; seats; HVAC; driving dynamics; engine/transmission; visibility and driving safety; and fuel economy. APEAL study performance is reported as an index score based on a 1,000-point scale, with a higher score indicating higher satisfaction.

The overall APEAL score in 2009 averages 871, down by five points from 2008. Satisfaction in 2009 has decreased from 2008 in seven categories, with only three categories—fuel economy, seats, and HVAC—improving in 2009.

“It is worth noting that satisfaction has decreased in seven categories in Thailand in 2009 and increased in only three,” said Loic Pean, country manager at J.D. Power Asia Pacific, Bangkok. “In an increasingly competitive market where vehicle quality is showing great improvement, it is critical for automakers to distinguish themselves from their competitors by creating product differentiation through performance and design.”
Model Results by Segment

The Honda Jazz ranks highest in the entry midsize car segment for a second consecutive year with an overall APEAL score of 869. The Nissan Tiida (856) and Toyota Yaris (851) follow in the segment rankings.

In the midsize car segment, the Honda Civic (880) ranks highest. Following the Honda Civic in the segment rankings are the Mazda3 (878) and Toyota Corolla Altis (875).

Among sport utility vehicles, the Isuzu MU-7 (897) ranks highest, and is followed by the Mitsubishi Pajero Sport (884).

In the pickup extended cab segment, the Toyota Hilux Vigo Prerunner Smart Cab (891) ranks highest, followed by the Isuzu D-Max Spacecab/Rodeo (882).

In the pickup double cab segment, the Toyota Hilux Vigo Prerunner (897) ranks highest and is followed in the rankings by the Toyota Hilux Vigo (884).
Additional Industry Findings

The study finds that owners of pickup trucks and utility vehicles in Thailand are more satisfied, on average, than owners of passenger cars.

However, while overall satisfaction among passenger car owners is not as high as that of pickup and utility vehicle owners, overall passenger-car owner satisfaction has increased by three points in 2009 compared with 2008, to an average of 862. Meanwhile, overall satisfaction among pickup owners and utility vehicle owners has declined from 2008 by six points and three points, respectively.

“In 2009, we have observed an increase in consumer interest in passenger-car models, mostly due to significant improvements in fuel economy in these models,” said Pean. “However, satisfaction levels for pickup truck models are still higher than those of passenger car models, on average, indicating that pickups are still very popular among owners in Thailand.”

The study also finds that, among owners with particularly high levels of satisfaction (averaging 900 or higher), 81 percent say they “definitely would” recommend their vehicle model. In contrast, among owners with lower levels of satisfaction, fewer than 59 percent say they “definitely would” recommend their model.

“In order to retain repeat buyers and foster word of mouth advocacy for their brand, manufacturers need to focus on producing vehicles with features and styling that go beyond satisfying owners to truly gratifying them,” said Pean. “This is likely a key reason why the importance of audio and navigation system performance has increased among new-vehicle owners in Thailand.”

The 2009 Thailand APEAL Study is based on evaluations from 3,518 owners who purchased their new vehicle between October 2008 and July 2009. The study includes 58 different passenger car, pickup truck and utility vehicle models covering 11 makes. The study was fielded between April and September 2009.