กรุงเทพฯ--3 ธ.ค.--จิ๊กซอ คอมมิวนิเคชั่นส์
Models from Six Different Brands Receive APEAL Awards
Overall vehicle appeal has increased in 2010, reversing the decline between 2008 and 2009, according to the J.D. Power Asia Pacific 2010 Thailand Automotive Performance, Execution and Layout (APEAL) StudySM released today.
Now in its eighth year, the APEAL Study is an owner-reported measure of what gratifies owners in Thailand about their new vehicle’s performance and design during the first two to six months of ownership. The study examines nearly 100 attributes covering 10 vehicle categories: exterior; interior; storage and space; audio/entertainment/navigation; seats; HVAC; driving dynamics; engine/transmission; visibility and driving safety; and fuel economy. APEAL study performance is reported as an index score based on a 1,000-point scale, with a higher score indicating higher satisfaction.
The overall APEAL score in 2010 averages 886, a 15-point improvement from 2009. Satisfaction in 2010 has increased in all 10 vehicle categories, with the most substantial improvement in the HVAC category. The study finds that notable shifts in the importance of these categories have occurred in 2010. In particular, the importance of visibility and driving safety has increased considerably from 2009. Among owners of passenger cars, pickup trucks and utility vehicles, visibility and driving safety is the most important driver of satisfaction, and represents an importance weight of approximately 20 percent.
“With the recovery of the market, new models and technologies have emerged, particularly among compact and small models, which are generating much consumer interest and excitement,” said Loic Pean, senior manager at J.D. Power Asia Pacific, Thailand. “Nevertheless, vehicle styling and practical issues remain the key consideration factors for new-vehicle buyers in Thailand, such as the effectiveness, user-friendliness and visibility of vehicle components directly related to the driving experience.”
Model Results by Segment
The Nissan Tiida (892) ranks highest in the entry midsize car segment. The Honda City (881) and the Chevrolet Aveo (870) follow in the segment rankings.
In the midsize car segment, the Honda Civic and the Mazda3 each rank highest, in a tie (888 each). The Chevrolet Optra (865) ranks third in the segment.
In the premium midsize segment, the Toyota Camry Hybrid, which is the first hybrid model produced and launched in Thailand, ranks highest with a score of 905. Closely following in the segment rankings are the Honda Accord (904) and the Nissan Teana (903).
Among sport utility vehicles, the Isuzu MU-7 (918) ranks highest for a second consecutive year. The Chevrolet Captiva (908) ranks second in the segment, while the Honda CR-V (892) ranks third.
In the pickup extended cab segment, the Isuzu D-Max Hi-Lander (910) ranks highest, followed closely by the Toyota Hilux Vigo Prerunner Smart Cab (909). The Nissan Frontier Navara (896) ranks third in the segment.
In the pickup double cab segment, the Mitsubishi Triton Plus (907) ranks highest, followed by the Isuzu D-Max Hi-Lander and the Toyota Hilux Vigo in a tie (898 each).
Additional Industry Findings
The study also finds that 60 percent of owners who are “pleased” and “delighted” with the appeal of their vehicle (providing ratings of eight or higher on a 10-point scale) indicate they “definitely would” recommend their model. In comparison, only 38 percent of “disappointed” and “indifferent” owners (ratings of seven or below) say the same.
“New-vehicle design and performance is one of the key factors that may help automotive brands generate awareness and interest, as satisfied customers are likely to share their positive ownership experiences with family and friends,” said Pean. “Therefore, researching the wants and needs of owners is essential for automakers seeking to be on the leading edge in an increasingly competitive environment.”
The 2010 Thailand APEAL Study is based on evaluations from 3,756 owners who purchased their new vehicle between October 2009 and June 2010. The study includes 61 different passenger car, pickup truck and utility vehicle models covering 12 makes. The study was fielded between April and August 2010.