BANGKOK: 12 Nov 2019 — Inadequate seat comfort and storage space are the greatest contributors to a year-over-year decline in overall satisfaction with the design of new models, according to the JD Power 2019 Thailand Automotive Performance, Execution and Layout (APEAL) Study,SM released today.
“Automotive OEMs need to consider both attractiveness of the overall interior design and the optimization of driver and passenger comfort to enhance the customer experience,” said Siros Satrabhaya, Regional Director for Thailand and Vietnam at JD Power. “Customers do not just drive or ride from one point to another in a vehicle. Manufacturers need to take into account the personal items brought into the vehicle such as smartphones, tablets, insulated mugs, shopping bags and more. Vehicle design needs to improve to meet these needs.”
In the seat and storage space category, the attributes contributing to the decrease in overall satisfaction are: usefulness of rear cup holders; usefulness of center console storage; usefulness of glove box; rear seat head/leg/foot room; and comfort of the rear seats. The industry average overall satisfaction index score has declined to 824 points (on a 1,000-point scale) from 846 in 2018.
Following are key findings of the 2019 study:
- Seat comfort lowest performing across all vehicle components: The comfort of third-row seats in utility vehicles (7.78 on a 10-point scale); the comfort of rear or second-row seats (8.04); and the feel of the seat material (8.12) are the three most critical attributes.
- Vehicle interior pain points: Low satisfaction is observed in interior lighting attractiveness and styling of the dashboard and gauges, as well as the look and feel of the controls and steering wheel. Besides interior appearance, customers are the least satisfied with the smell of the vehicle interior.
- The young are less satisfied: When it comes to vehicle performance and design, customers younger than 40 years old are less satisfied than those who are older than 40 years (821 vs. 839, respectively).
- Brand repurchase intention declines as satisfaction plunges: Fewer than half (44%) of customers say they will repurchase the same make, down from 57% in 2018. Overall satisfaction of this particular customer group is 841, down from 856 in 2018.
APEAL Study Rankings
- Toyota Yaris ranks highest in the compact segment with a score of 841.
- Honda Jazz ranks highest in the entry midsize segment with a score of 844.
- Honda Civic ranks highest in the midsize segment with a score of 841.
- Honda HR-V ranks highest in the compact SUV segment a score of 840.
- Toyota Fortuner ranks highest in the large SUV segment with a score of 847.
- Toyota Hilux Revo Smart Cab and Toyota Hilux Revo Prerunner Smart Cab rank highest in the pickup extended cab segment in a tie, each with a score of 820.
- Nissan Frontier NP300 Navara Calibre D-Cab ranks highest in the pickup double cab segment with a score of 832.
The study measures satisfaction among owners in Thailand regarding their new vehicle’s performance and design during the first two to six months of ownership. The study examines 79 attributes in 10 vehicle categories: exterior; interior; storage and space; audio/communication/entertainment/navigation; seats; heating, ventilation and air conditioning; driving dynamics; engine/transmission; visibility and driving safety; and fuel economy.
The JD Power 2019 Thailand APEAL Study is based on responses from 6,632 new-vehicle owners who purchased their vehicle from August 2018 through June 2019. The study covers 10 different brands that include 66 passenger car, pickup truck and utility vehicle models. The study was fielded from February through August 2019.
JD Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable JD Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, JD Power has offices serving North America, South America, Asia Pacific and Europe.
Media Relations Contacts
Shahilia Bhagat; JD Power; Singapore; 65-3165-0120; [email protected]
Geno Effler; JD Power; Costa Mesa, Calif., USA; 001-714-621-6224; [email protected]
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