Lincoln has produced some mixed results in recent studies, including ranking first in J.D. Power’s 2022 U.S. Manufacturer Website Evaluation Study, below the segment average in the 2022 Pied Piper Prospect Satisfaction Index Premium Auto Study (PSI), and near the bottom of the pack in Kelley Blue Book’s last Brand Watch Study. Now, J.D. Power’s 2022 APEAL Study has been released, and Lincoln ranked below the premium segment average in this new report, even though Ford managed to finish above average in the mass market segment.
Lincoln finished with a score of 870 out of 1,000 possible points, which ranks it below not only the segment average of 872, but also behind Porsche (888), Genesis (886), Cadillac (885), Mercedes-Benz (876), BMW (875), and Land Rover (871), though also ahead of a number of rivals including Alfa Romeo (868), Jaguar (868), Infiniti (866), Lexus (863), Volvo (852), Acura (851), and Audi (847).
J.D. Power’s APEAL Study measures owners’ emotional attachment and their level of excitement with their new vehicle by asking them to consider 37 different attributes ranging from the sense of comfort they feel when climbing into the driver’s seat to the exhilaration they get when they step on the accelerator. Those responses are then used to calculate an overall APEAL Index score measured on a 1,000-point scale. The 2022 U.S. APEAL Study is based on responses from 84,165 owners of new 2022 model-year vehicles who were surveyed after 90 days of ownership. This year, overall satisfaction dropped by one point, its first decline since 2014 and just the fifth in 27 years, which can be attributed to one major factor.
“The most important factor leading to the industry decline this year is owners’ perception of their vehicle’s fuel economy,” said David Amodeo, director of global automotive at J.D. Power. “The study was fielded as fuel prices were experiencing a meteoric rise, and that pinch at the pump is conveyed in lower vehicle satisfaction. Battery-electric vehicles have not been negatively affected by the increase in fuel costs but do have issues related to battery range and charging time.”