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Recently J.D. Power conducted an APEAL Study on the 2023 Ford Maverick and it revealed some pretty interesting insights.  While some aspects of the Maverick ranked high on the list of owner favorites, other aspects didn’t do as well. The high rank of one aspect and the low rank of a related aspect have us trying to reconcile the difference.

What did Maverick owners like most about the pickup truck? What did they least like? Let’s take a closer look.

J.D. Power APEAL Study methodology

The J.D. Power APEAL Study provides valuable insights into customer satisfaction by evaluating different aspects of a vehicle. It’s a comprehensive assessment of new-vehicle owners’ experiences with their vehicles within the first 90 days of ownership. The study examines different aspects, giving valuable insights into design, performance, safety, usability, comfort, perceived quality, and other factors that are important to overall owner satisfaction.

By capturing unique experiences in the early stages of vehicle ownership, the APEAL Study gives automakers and suppliers a competitive advantage in understanding and improving the key elements behind customer satisfaction and passion. It looks at more than 40 vehicle attributes across 10 experience groups like vehicle setup, interior design, powertrain performance, driving feel, safety features, infotainment system, driving comfort, and fuel usage.

The study is also valuable for evaluating strengths and weaknesses against key competitors, identifying focus areas for marketing messages, assessing performance against targets and core competitors, and establishing product priorities for future model development.

Ford Maverick owners rank ‘driving feel’ high, but ‘driving comfort’ low

In the study for the 2023 Ford Maverick, one interesting aspect is the high placement of “driving feel” as a favorite category, while “driving comfort” is lower on the list. The unconventional ordering makes you do a double take and highlights the diverse opinions of Maverick owners.

These divergent rankings illustrate the individual preferences and priorities of Maverick owners, emphasizing that different aspects of the driving experience hold different degrees of importance for each individual.

While some prioritize a thrilling ride, others may value physical comfort and a smooth ride. These rankings are a reminder that the definition of a satisfying driving experience can be significantly different from person to person.

What’s the difference between the two?

The high placement of “driving feel” shows that owners place great importance on the dynamic and engaging experience behind the wheel. The Maverick’s responsive handling, precise steering, and nimble maneuverability are absolutely behind this positive perception. Owners appreciate the truck’s thrilling and enjoyable driving experience and the connection between driver and vehicle performance.

On the other hand, the lower placement of “driving comfort” could mean that owners may have different expectations or priorities regarding comfort features. While the Ford Maverick offers a well-designed interior with good cargo space and comfortable seating, factors like ride smoothness or cabin noise may not have been high priorities in terms of owner satisfaction.

The difference in rankings could also be affected by the intended use and expectations of the owners. Those who place a higher value on “driving feel” may perceive the Maverick as a more dynamic and spirited vehicle, fitting their preferences for an engaging drive. Owners who prioritize “driving comfort” may have different expectations, seeking a more laid-back and relaxed driving experience, especially for long journeys or daily commutes.

Individual tastes and past experiences with different vehicles may also have an influence. Owners who have owned mostly sports cars or performance-oriented vehicles will pay more attention to the driving dynamics and responsiveness of the Maverick. Others may prefer a comfortable and smooth ride due to personal preferences or specific needs.


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