2012 Jaguar XF Supercharged: Jaguar Has APEAL
August 15, 2012
It's that thing where you never notice a certain kind of car until you drive one, and then you see it everywhere.
The same thing is happening to me with the Jaguar XF. Maybe it's just me. Maybe it's where I live. Maybe there's some big commercial push by a dealer in my area. Maybe XFs are parachuting out of the sky.
Come to find out that there is a little something going on with Jaguar. The guys at J.D. Power and Associates love to measure every little thing, and they measure the response of new car buyers in the first 90 days of ownership with something called APEAL - Automotive Performance, Execution, and Layout.
Here's the way J.D. Power describes the study:
"The APEAL Study examines how gratifying a new vehicle is to own and drive, based on owner evaluations of more than 80 vehicle attributes. The 2012 APEAL Study is based on responses gathered between February and May 2012 from more than 74,000 purchasers and lessees of new 2012 model-year cars and light trucks who were surveyed after the first 90 days of ownership. The APEAL Study complements the Initial Quality Study (IQS), which focuses on problems experienced by owners during the first 90 days of ownership."
Jaguar doesnt get a first place in any particular segment, so its easy to overlook the brand until you look at the overall score. There Jaguar is tied for second overall, plus its the most improved brand in the survey.
Its hard to say exactly whats going on here, of course. The buyer of a new car tends to have blind faith in his choice, especially if hes spent $50,000 or more on it. Maybe people are tired of German brands anyway. Maybe a Jaguar is cheap and new people are finding it. Theres no explaining it, really. Ive been explicating surveys like this for decades and Ive found it useful to never make too much of them, either on the positive side or the negative side.
But at least you can say that something is going on at Jaguar, even if we dont know exactly what it is. And thats kind of interesting all by itself.
Michael Jordan, Executive Editor, Edmunds.com