China Automotive Performance, Execution and Layout (APEAL) Study

Publish: August 2021

As the automotive industry becomes more competitive, car manufacturers need to focus on designing and developing new models that are attractive to new car buyers. To this end, car manufacturers and component suppliers must understand the aspects and reasons why car owners like and dislike new car quality and design. In order to design and produce models and functional configurations that meet and meet the needs of car owners, car owner insight is of paramount importance, which will help increase sales.

The Solution

The APEAL has become a benchmark for measuring the appeal of new vehicles. The study's unique approach measures how much customers like or dislike virtually every aspect of owning and driving the vehicle.

Containing 10 categories and 37 attributes, the APEAL study transfers the customer's experience and perception into a very powerful and useful analytical tool. 

Using VQS 2020 platform, the study shifts more towards measuring the customer’s overall experience owning and driving the vehicle and away from evaluating a series of vehicle components. With a redesign of the structure of the questionnaire by integrating customer experience scenario.

In 2021, APEAL will add diagnostic questions to five categories to fully explore the rationales behind product experience and preferences:

  • Exterior
  • Setting up and starting 
  • Getting in and out 
  • Interior
  • Performance
  • Driving feel
  • Keeping you safe
  • Infotainment
  • Driving comfort
  • Fuel Economy

The Benefits

Study subscribers gain insights into new owners’ experiences with their vehicle’s design, content, perceived quality, performance and fitness for purpose, which helps automakers and suppliers understand:

  • Which vehicle features and characteristics will excite and delight new-vehicle shoppers?
  • What are the systematic strengths/weaknesses of an automaker’s models against key competitors?
  • What vehicle characteristics should marketing messages focus on?
  • How well does a new vehicle perform versus targets and core competitors? What lessons can be learned for future launches?
  • Where should product priorities be placed for future model development?

More About the Study