Porsche wins APEAL Study as most appealing premium brand for second consecutive year

Recently, J.D. Power conducted the 2025 Automotive Performance, Execution, and Layout (APEAL) Study and found Porsche as the most appealing premium brand. This marks the second consecutive year Porsche earned the top spot in the annual study. 

More than that, the Porsche 911 and the Porsche Taycan were voted the best Premium Sporty and the best Upper Midsize Premium Car, respectively.

The APEAL Study measures owners' sentiment and excitement level with their new vehicle across 37 attributes, ranging from the sense of comfort they feel when climbing into the driver's seat to the exhilaration when stepping on the accelerator. 

In the study, Porsche scored 890 points out of a 1,000-point scale, surpassing the premium brand average of 881 points. The 911 was the highest scoring as it attained 902 points.

With both the 911 and Taycan proving that the Porsche brand continues to be one of the most appealing names in the premium car segment, it highlights the Stuttgart brand’s consistency when it comes to building vehicles that deliver high levels of performance and quality. More importantly, it also shows Porsche’s commitment to rewarding customers with the ownership experience.

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