Hybrid Vehicles Lead Satisfaction in Mexico
According to the J.D. Power℠ Automotive Performance, Execution and Layout (APEAL) Study Mexico 2026, vehicle owners in Mexico are increasingly drawn to hybrid vehicles because of the combination of efficiency and driving enjoyment they offer. In fact, hybrid vehicles received the highest scores for emotional satisfaction among the major powertrain types.
Compared with the previous year, the APEAL index for hybrid vehicle owners increased by 10 points to 929 (on a 1,000-point scale), while the overall APEAL index declined by eight points to 892. Chinese brands also made significant gains, improving their scores by 22 points compared with 2025.
“Customers are looking for greater efficiency without sacrificing the comfort and driving experience they value, and hybrid vehicles are meeting those expectations,” said Gerardo Gómez, Senior Director and Country Manager at J.D. Power Mexico. “The progress seen among Chinese brands also shows that established manufacturers cannot take their position for granted. As competition intensifies, brands must offer clear reasons for owners to feel satisfied with their choice every time they get behind the wheel.”
The APEAL index measures the emotional connection and enthusiasm owners experience with their new vehicles. It is based on 10 evaluation areas that are combined into an overall score, with higher scores indicating greater satisfaction.
Among the key findings of the 2026 study, hybrid vehicles recorded the highest APEAL score at 929 points, followed by plug-in hybrid vehicles (919), battery electric vehicles (913), diesel vehicles (901), and gasoline vehicles (891).
Additionally, the gap between luxury brands (908) and mass-market brands (892) widened to 16 points, compared with 12 points in 2025.
Chinese brands also recorded significant progress, with their APEAL index increasing by 22 points, the second-largest gain among the countries of origin analyzed, behind Italian brands (+25 points). Swedish brands recorded an index of 927, while Japanese brands experienced the largest decline, dropping 18 points from 2025 to reach 893.
The J.D. Power APEAL Mexico 2026 Study is based on responses from 9,344 original owners of 2023–2025 model-year vehicles. The 10 areas evaluated to calculate the overall APEAL score are powertrain, driving feel, safety, fuel economy, ride comfort, exterior design, ease of entry and exit, configuration and start-up, infotainment system, and interior design.
APEAL's data ecosystem allows manufacturers to identify the specific features, driving attributes, and design elements that generate stronger emotional connections with owners, helping them strengthen brand loyalty among new-vehicle buyers.
