J.D. Power’s 2021 APEAL Study presented some solid results for Ford, as the automaker finished fifth among all mass-market brands, slipping slightly from its fourth-place finish last year. However, there were other bright spots from the study worth pointing out, including the fact that the 2021 Ford Mustang Mach-E ranked first in the compact SUV segment ahead of the Nissan Rogue and Mazda CX-5, dethroning last year’s segment leader, the Ford Escape, in the process.
J.D. Power’s 2021 APEAL Study – now in its 26th year – asks owners of new vehicles to rank them based on 37 different attributes, including the way they feel when they step into the vehicle and drive it enthusiastically. The goal of the study is to measure an owner’s level of excitement surrounding both the brand and the vehicle. Those responses are then aggregated to calculate an overall APEAL score based on a 1,000-point scale.
“One of the biggest factors driving the industry’s improvement this year is the introduction of several highly appealing new models,” said David Amodeo, director of global automotive at J.D. Power. “The APEAL Study measures owners’ emotional attachment to their new vehicle, and the product launches that took place this model year have done a really good job. Some are all-new and some are redesigns, but the new launches demonstrate that automakers are getting even better at hitting buyers’ emotional triggers.”
The 2021 Ford Mustang Mach-E has thus far proven popular with buyers, taking just 12 days to turn on dealer lots on average. The all-electric crossover has racked up numerous awards and accolades since it launched late last year, including the fact that it’s the second most fuel-efficient small SUV tested by Consumer Reports thus far.