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2023 J.D. Power APEAL Study shows new-car customer satisfaction scores slip

J.D. Power survey results have been slightly up but mostly down for automakers this year, literally. In February, the 2023 Vehicle Dependability Study showed an overall decline compared the 2022 a month before the Customer Service Index Study did the same. The trend reversed in June with a better overall score on the 2023 U.S. Electric Vehicle Consideration Study than in 2022, then declined again the same month on with a lower overall score on the 2023 Initial Quality Study. The declines continue with the 2023 J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study, overall satisfaction among the 84,555 respondents down two points overall compared to 2022, to 845 out of 1,000 points. Because last year's score dropped compared to 2021, this year marks the first consecutive decline in the study's 28-year history. The study tries to "[measure] owners' emotional attachment and level of excitement with new vehicle" after 90 days of ownership by asking new owners to rate 37 attributes in 10 areas around the vehicle, such as the feeling they get when they hit the accelerator. Satisfaction with nine of the attributes is down this year versus last, fuel economy the only segment to show better results with 15 points more satisfaction. Styling and infotainment are big drags on satisfaction. Responses to new car exterior looks tallied 888 points, down from 894 last year, the largest drop in this year's study. On the digital side, less than half of those surveyed this year said they prefer using a manufacturer's built-in infotainment. From 70% of respondents in 2020 preferring to use a manufacturer's in-house software to play audio instead of Android Auto or Apple CarPlay, that's 56% in 2023. Going all-in on Google appears to have the best effect. J.D. Power said that vehicles with both Google's Android Automotive Operating System (AAOS) and Google Automotive Services (GAS) "score higher in the infotainment category than those with no AAOS whatsoever. AAOS without GAS receives the lowest scores for infotainment of the three categories."  Frank Hanley, senior director of auto benchmarking at J.D. Power, said, "Despite the technology and design innovations that manufacturers put into new vehicles, owners are lukewarm about them. While innovations like charging pads, vehicle apps and advanced audio features should enhance an owner’s experience, this is not the case when problems are experienced.

General Motors reportedly considering small electric pickup

General Motors is considering adding a small entry-level model to its range of electric pickups, according to a recent report. The carmaker is currently showing a prototype to a select group of customers to gather feedback about the model before executives decide its fate. Industry trade journal Automotive News claims that it saw the pickup during a workshop organized by General Motors and describes it as being "smaller than the Ford Maverick and the Hyundai Santa Cruz." For context, the Maverick stretches about 200 inches long, 73 inches wide, and 69 inches tall, so it's around 12 inches shorter, 11 inches narrower, and 10 inches lower than the recently-unveiled Chevrolet Colorado. It sounds like this little GM truck would be closer in size to the Brazilian-market Chevy Montana, pictured at top. But unlike the Montana, the model that Automotive News got a look at had two doors, a "low roofline," a four- to four-and-a-half-foot cargo box, and a design described as futuristic and sporty. If launched, the yet-unnamed pickup would be marketed as an "affordable" EV with a base price pegged under $30,000. However, that's a big if: the pickup — whose name hasn't been announced — hasn't been approved for production. "We're creating these to get a reaction and then to try to modify it or move on," Michael Pevovar, the director affordable EV and crossover design for Chevrolet, told the publication. "The input may come back that it's just too small, and that's okay," he added. If it turns out to be too small for buyers, General Motors hasn't ruled out building its entry-level electric pickup on a different architecture to make it a little bigger. It's too early to tell where the electric pickup would slot in the General Motors portfolio if executives approve it. Chevrolet immediately comes to mind, especially considering the sub-$30,000 price point. The model would make more sense with a bowtie on its front end than with a Cadillac emblem, GMC's trucks are normally positioned higher than Chevrolet's, and Buick hasn't built a pickup in many decades. Similarly, there's no word on when it would enter production or where it would be built. With that being said, there's very clearly a market for affordable, small pickup trucks. As of the third quarter of last year, Ford had sold more Mavericks than it had the Expedition or the Ranger. Hyundai hasn't sold as many Santa Cruz trucks, but it's still not too shabby, having beaten out the Venue and Accent last year.

Submit your questions for Autoblog Podcast #313 LIVE!

We record Autoblog Podcast #313 tonight, and you can drop us your questions and comments regarding the rest of the week's news via our Q&A module below. Subscribe to the Autoblog Podcast in iTunes if you haven't already done so, and if you want to take it all in live, tune in to our UStream (audio only) channel at 10:00 PM Eastern tonight.
Discussion Topics for Autoblog Podcast Episode #313
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