Bangkok, Thailand: Chevrolet Sales Thailand’s (Chevrolet) continued efforts to enhance quality and provide customers with class-leading and relevant products has paid off once again in the latest J.D. Power Asia Pacific 2013 Thailand Automotive Performance, Execution and Layout (APEAL) StudySM. The Study that covered only vehicles sold domestically in Thailand, named the Chevrolet Captiva as the most Appealing SUV, scoring a total of 918 points out of a possible 1,000, and five points above the industry average.
While the Captiva tied with a competing product for the SUV segment, it posts the industry benchmarks in five out of 10 APEAL categories. Areas in which the Captiva excelled include vehicle exterior, audio/entertainment/navigation, driving dynamics, engine/transmission and fuel economy. ‘Vehicle Exterior’ is one of the most critical categories,
This is the second time the Captiva has been ranked in J.D. Power’s APEAL study. It was ranked the top three in the same study in 2012. The Captiva was also ranked amongst the top three in another J.D. Power study, the Thailand Initial Quality Study (IQS) in December 2013. The IQS studies owner-reported problems in the first 90 days of new-vehicle ownership. Scoring is based on problems that caused breakdowns or malfunctions, and on controls or features that work but are difficult to use or understand.
Meanwhile, the Chevrolet Colorado Z71 Extended Cab was ranked second in the Pickup Extended Cab segment, with 915 points, nine points above the industry average in the 2013 APEAL Study. This is also the second time the Colorado Z71 Extended Cab has appeared in the same study, the first time in 2012. The Pickup Extended Cab segment is the largest award segment in terms of number of models covered
Gustavo Colossi, Vice President of Sales, Marketing and Aftersales, Chevrolet Sales Thailand and GM Southeast Asia Operations, said: “It is remarkable that the Captiva posts the industry benchmarks in five out of 10 APEAL categories. This shows the Captiva is spot-on when it comes to addressing market demands and selling to customers a product that is relevant, in addition to superior aesthetics and driving dynamics.”
J.D. Power’s APEAL study aims to measure owners’ satisfaction with their new vehicles’ performance and design during the first two to six months of ownership. The study examines almost 100 attributes, covering 10 categories that include exterior, interior, storage and space, audio/entertainment/navigation, seats, HVAC (Heating, Ventilation, Air-Conditioning), driving dynamics, engine/transmission, visibility and driving safety and fuel economy.
According to J.D. Power’s latest study, audio/entertainment/navigation is now amongst the top three most critical vehicle components across segments, in addition to a vehicle’s exterior. Owners of entry-level models are unwilling to compromise on audio quality and features, and expect features like multi-format playback compatibility to be standard, regardless of the vehicle’s price.
The 2013 Thailand APEAL study was based on evaluations from 5,013 vehicle owners, who purchased their vehicles between October 2012 and June 2013. It considered 78 different types of vehicles across 13 makes. Fieldwork was conducted from April to August 2013.
Colossi said, “Chevrolet remains committed to bringing fresh products and solutions to customers, supported by a quality-focused manufacturing process and customer care. This is especially important since the latest APEAL study discovered that scores are better when customers get clear instructions and explanations about their new cars’ operation and features.”
To date, Chevrolet has sold a total of 119,972 Colorado pickup trucks and 32,912 Captiva SUVs, both launched in 2011. The total covers both domestic and export sales.
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Founded in 1911 in Detroit, Chevrolet is now one of the world's largest car brands, doing business in more than 140 countries and selling more than 4 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at www.chevrolet.com.