#Japan #Toyota #Subaru #Tokyo #J.D. Power

J.D. Power 2025 Japan Automotive Product Appeal Study

J.D. Power Japan, a leading international consulting firm, has released the results of the 2025 Automotive Performance, Execution and Layout (APEAL) study, focusing on customer satisfaction within the Japanese automotive industry. This annual survey captures user evaluations of vehicle appeal and marks its 15th iteration this year.

Key Findings of the APEAL Study

The overall appeal score for the automotive industry remains unchanged from the previous year, with an average score of 668 points out of 1,000 across both mass-market and luxury segments. However, significant disparities exist among brands, ranging from +10 to -18 points compared to the previous year. The highest score among mass-market brands was achieved by Subaru with 687 points.

When examining by model, Toyota emerged as a leader in four segments. Both Lexus and Suzuki were recognized in two segments each, while Honda and Mitsubishi received top honors in one segment. Notably, the Toyota Harrier, a midsize SUV, and the Lexus RX, a large SUV, ranked highest in the 2025 Japan Initial Quality Study (IQS) as well, illustrating their strong appeal and quality.

Decline in the Appeal of Exterior Design

Among the ten categories evaluated, 'Exterior' received the highest score of 741 points, though it noted a reduction of 7 points from the previous year, marking the greatest decline among all categories. The second-highest score was for 'Driving Feel,' which scored 669 points, falling 72 points short of the top category.

Rising Appeal of Plug-in Hybrid Vehicles

This year's survey shows a notable increase in the percentage of electrified vehicles (HEVs, PHEVs, EVs, and FCEVs), surpassing 54%. Plug-in hybrid vehicles (PHEVs) have seen a significant rise in their appeal evaluation, scoring 753 points, an increase of 23 points from last year. This is more than 100 points ahead of gasoline and diesel vehicles (ICE) which scored 651 points.

When comparing appeal across categories, PHEVs outperformed ICE vehicles by 140 points in 'Fuel Efficiency/Range' and 132 points in 'Powertrain.' Additionally, PHEVs received over 100 points higher in categories like 'Vehicle Setup/Start,' 'Driving Feel,' 'Safety,' and 'Comfort,' showcasing their superior appeal.

Moreover, PHEVs also scored higher in recommendation intent, with 22% of respondents affirming they would 'definitely' recommend such vehicles to friends and family, surpassing ICE by 10 percentage points.

Rankings Overview

The top performers in various categories from the J.D. Power 2025 study include:

• - Mass-Market Brand: Subaru
• - Segment Awards:

- Light Sedan: Suzuki Lapin
- Light Height Wagon: Suzuki Hustler
- Light Super Height Wagon: Mitsubishi Delica Mini
- Compact: Toyota Aqua
- Compact SUV: Lexus LBX
- Midsize: Toyota Prius
- Midsize SUV: Toyota Harrier
- Large SUV: Lexus RX
- Compact Minivan: Honda Freed
- Minivan: Toyota Vellfire

Note: The large segment was not ranked this year due to not meeting J.D. Power's criteria.

About J.D. Power APEAL Study

Conducted annually, the J.D. Power APEAL study surveys new car owners 2 to 13 months after their purchase, evaluating vehicle appeal across 10 categories and 37 attributes. This year marked its 15th implementation, with respondents totaling over 20,101 individuals. The categories assessed include: 'Exterior,' 'Vehicle Setup/Start,' 'Accessibility,' 'Interior,' 'Powertrain,' 'Driving Feel,' 'Safety,' 'Infotainment,' 'Comfort,' and 'Fuel Efficiency/Range.'

The study was performed from May to June 2025 using online surveys and reflects consumer perspectives comprehensively.

About J.D. Power

Headquartered in the US, J.D. Power is an acclaimed marketing research company specializing in consumer insights, advisory services, and data analytics. Utilizing big data, artificial intelligence (AI), and algorithmic modeling, J.D. Power has been a pioneer in understanding consumer behavior, providing sharp industry intelligence for over half a century. With offices across North America, Europe, and Asia-Pacific, J.D. Power remains a trusted partner for leading companies in various industries to shape their customer interaction strategies. More details can be found at J.D. Power Japan.