China Automotive Performance, Execution and Layout (APEAL) Study

Publish: October 2020

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 Automotive Performance, Execution and Layout (APEAL) Study adopts unique approaches to measure how much car owners like or dislike virtually every aspect of their vehicles.

Containing 9 categories and 36 attributes, the study uses effective analytical tools to transfer car users’ experience and perception into useful analysis of products and marketing. It is of great reference value and has become a benchmark for measuring the appeal of new vehicles.

The study will formally be launch on VQS 2020 platform in 2020. With a redesign of the structure of the questionnaire by integrating customer experience scenario, the study focuses more on the overall ownership and driving experience instead of evaluating a series of vehicle components one by one.

APEAL is based on more than 40 vehicle attributes in 9 experience groups:

  • Setting up and starting your vehicle
  • Getting in and out of the vehicle
  • Your vehicle’s interior
  • Your vehicle’s performance
  • Your vehicle’s driving feel
  • Your vehicle keeping you safe
  • Using the infotainment system
  • Your vehicle’s driving comfort
  • Fuel usage

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