New-Vehicle Appeal in Thailand Declines, Driven Most by Dissatisfaction With Audio/ Entertainment/ Navigation Systems

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Toyota Models Rank Highest in Five Segments; Honda Models Rank Highest in Three

BANGKOK: 20 December 2013 Overall new-vehicle appeal in Thailand decreased in 2013, driven primarily by a significant decline in customer satisfaction with audio/ entertainment/ navigation systems, according to the J.D. Power Asia Pacific 2013 Thailand Automotive Performance, Execution and Layout (APEAL) StudySM released today.


  • Overall APEAL averages 903 (on a 1,000-point scale) in 2013, down from 916 in 2012. 
  • Satisfaction decreases across all vehicle segments and  components, with the largest year-over-year decline in audio/ entertainment/ navigation (-30 points).
  • The exterior, audio/ entertainment/ navigation, and vehicle interior, are the most critical aspects to overall APEAL satisfaction among passenger car and utility vehicle owners. Among pickup owners, exterior, audio/ entertainment/ navigation and driving dynamics are the three most critical aspects. 
  • The premium midsize car (926) has the highest overall APEAL among segments, while the compact car segment has the lowest average APEAL score (886).
  • Dealers that provide owners with an explanation of the vehicle's operation of features before they purchased the vehicle help improve overall APEAL scores. Overall satisfaction among owners who received this type of explanation  before buying their vehicles averages 904, compared with an average for 886 among those who did not.  
  • Among the various powertrains available, hybrid vehicles have the highest average APEAL score (936), followed by diesel (910), gas (900), and petrol (897).
  • Among owners who are "delighted" with their vehicle's attractiveness (rating it a 10 on a 10-point scale), 70 percent indicate that they "definitely will" recommend their model to family and friends. This drops to 44 percent collectively among owners who are "indifferent" (rating it a 6 or 7) or "disappointed" (rating it a 1 or 5) with their vehicle's attractiveness. 

"Audio/ entertainment/ navigation is now among the top three most critical vehicle components across segments," said Loic Pean, senior manager at J.D. Power Asia Pacific. "While vehicle exterior remains the most critical component to customer satisfaction with new-vehicle appeal in Thailand, owners of entry level models notably do not seem ready to compromise on sound quality (e.g. rear speakers) and audio features, such as multi-format playback compatibility (MP3, USB, iPod, etc.) and expect these to be standard options, regardless of the vehicle price."


APEAL Study Rankings

Among the 78 models included in the study, five models from Toyota (Camry Hybrid; Corolla Altis (tie); Fortuner (tie); Hilux Vigo Champ Prerunner Smart Cab; and Hilux Vigo Champ S-Cab) and three models from Honda (Brio Amaze (tie); Civic (tie); and Jazz) rank highest in their respective segments. 

The Chevrolet Captiva (tie); Isuzu D-Max Hi-Lander D-Cab; Mitsubishi Mirage (tie); and Suzuki Swift (tie) also rank highest in their respective segments.

The 2013 Thailand APEAL study is based on evaluations from 5,013 owners who purchased their new vehicle between October 2012 and June 2013. The study covers 13 different makes that include 78 different passenger car, pickup truck and utility vehicle models. The study was fielded between April and August 2013.

About J.D. Power Asia Pacific

J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide performance analytics services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand and Vietnam. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at Media e-mail contact:

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Media Relations Contacts

XingTi Liu; J.D. Power Asia Pacific; 08-Shenton Way, #44-02/03/04; Singapore, 068811; Phone +65 6 733 8980;

John Tews; Director, Media Relations; J.D. Power; Troy, Michigan 48083 USA; +001 248 680 6218;

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