Ford Ranked Below Average In 2023 Mexico APEAL Study

November 28, 2023 12:08 pm

In various parts of the world, Ford has fared quite differently in the latest version of the J.D. Power APEAL (Automotive Performance, Execution and Layout) Study, ranking above the mass market segment average in the U.S., while 50:50 joint ventures Changan Ford and JMC Ford both finished below that same mark in China. South of the U.S. border, J.D. Power just released the latest version of its Mexico Dependability Study, which revealed that the automaker rocketed all the way to first place there, a strong follow-up to last year’s APEAL Study, when it ranked above the industry average as well. Now, the 2023 Mexico APEAL Study has been released, and it somewhat throws a bit of proverbial cold water on that success.

This time around, Ford ranked near the bottom of the pack with a score of 877 out of 1,000 possible points, which trails the industry average of 897, in addition to much of its competition. Kia led the way this time around with a score of 919, while only Fiat (865), Dodge (860), and Renault (860) finished lower than Ford.

The APEAL Index score is calculated using an owner’s emotional attachment and level of excitement pertaining to a vehicle across 10 areas, which is then combined into an overall index, with a higher score indicating higher satisfaction. This year’s Mexico APEAL study found that while premium vehicles provided the most satisfaction for owners, there were two particular segments that stood out above the pack – premium SUVs (923) and compact models (922).

“The compact vehicle segment is often overlooked by customers when shopping for a vehicle,” said Gerardo Gomez, senior director and country manager at J.D. Power de Mexico. “The fact that this segment fared well is an indication that consumers can still find a pleasurable driving experience behind the wheel of an affordable vehicle – something that is likely top-of-mind for many in the current economy.”

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By Brett Foote

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.