J.D. Power 2015 India study for Automotive Performance, Execution and Layout has noted that vehicle exterior styling is what new car buyers in India take pride in. It is styling which is an important factor while deciding which vehicle to purchase.
J.D. Power 2015 India APEAL Study, now in the 17th year takes into account the pleasure derived from purchasing a new vehicle. The study is reported as an index score based on 1,000 point scale with highest score indicating greater satisfaction. APEAL score averages 846 in 2015 down 8 points as compared to scores received in 2014.
The study spanned 8,438 vehicle owners who purchased new vehicles during the period November 2014 and July 2015. The study took into account 69 vehicle models across 17 males while the study was fielded during period May to September 2015 across 30 cities across the country.
Whether a small, medium or Utility Vehicle is being purchased, it is still the vehicle exterior that takes precedence and is on the top of categories where overall APEAL score is concerned. Apart from exterior styling and newer models, factors such as alloy wheels, steering mounted controls and hands free communication besides reverse parking assist, ABS and dual air bags are also factors that appeal to buyers. Again it was newer models as against carry over models that found appeal with buyers in 2015, with newly launched models averaging 857 as compared to 845 for carry over models.
Vehicle appeal finds more loyalty among buyers in the country. Among new vehicle purchasers, 89% stated that they would recommend the model purchased to friends and relatives while 76% said they would repurchase the same make. Added onboard features also found increasing appeal among first time buyers. It was found that there was a 17 point gap between vehicles with ABS as compared to those that did not while there was a 20 point gap for driver/passenger airbags.