Toyota Battered in Car Survey

By Douglas A. McIntyre Published Jul 25, 9:30AM EDT

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Toyota Battered in Car Survey — © LucaLorenzelli / iStock Editorial via Getty Images

J.D. Power U.S. just released the results of its Automotive Performance, Execution and Layout (APEAL) study. It measures “owners’ emotional attachment and level of excitement with their new vehicle.'” Toyota, usually high on lists of this kind, was battered in the ratings. (These cars are still mostly made in America.)
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According to J.D. Power researchers, the study used 37 yardsticks. The research polled 84,555 owners of 2023 models after 90 days of ownership. The survey ran from February through May 2023.
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The study’s results are divided into two categories: mass-market cars and luxury vehicles. The highest possible score was 1,000. Among mass-market cars, the average score was 837. Dodge topped the list with a score of 887. Toyota was second to last, behind Chrysler, with a score of 824.

For decades, Toyota’s brand has been widely regarded by drivers for both quality and design. It continues to be at the top of many quality studies. It appears this is not the case with performance and layout.
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The new J.D. Power study must come as a blow to Toyota, the largest car company in the world.
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Toyota’s Luxury brand, Lexus, fell in the middle of the premium car study. The average in this category was 871. Lexus had a score of 864, just behind Ford’s weak brand Cadillac, which had a score of 865. The top brand was Jaguar at 887.

About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.