JD Power APEAL Mexico 2026 study Honda Volvo, Digi Mart USA News: Honda repeated for a second consecutive year as the best-rated brand in Mexico’s volume automotive segment, according to the 2026 Automotive Performance Execution and Layout (APEAL) Mexico study from JD Power.
This year, however, the Japanese automaker shared the top spot with Chinese manufacturer Great Wall Motor, which earned the same score of 917. Hyundai placed third with 908 points, followed by BYD with 907.
In the premium segment, Volvo ranked first with 927 points, followed by GMC with 919 and BMW with 915.
The APEAL index measures the emotional bond and level of enthusiasm owners feel toward their new vehicle across 10 evaluation areas, which are combined into an overall index in which a higher score reflects greater satisfaction.
The study was based on responses from 9,344 original owners of 2023 to 2025 model-year vehicles, who evaluated their vehicles across the following aspects, listed in order of importance: powertrain, driving feel, safety, fuel economy, ride comfort, exterior design, ease of entry and exit, configuration and startup, infotainment system, and interior design. Fieldwork was conducted between December 2025 and August 2026.
According to the APEAL data, manufacturers can quickly identify the specific features, driving attributes and design elements that create a stronger connection with owners and help strengthen brand loyalty among new-vehicle buyers.
When brands are separated by country of origin, the APEAL index recorded a 22-point improvement over last year’s result for manufacturers from China, the second-largest increase, surpassed only by Italian rivals, which scored 25 points higher than before.
Volvo’s premium-segment win placed Sweden in first place in this ranking with 927 points. Meanwhile, Japanese brands recorded an 18-point decline, the largest in the study, finishing with a score of 893.
According to the study, Chinese brands were rated best in exterior design, ride comfort, and ease of entry and exit, while owners of Italian vehicles praised driving feel as the factor that sets them apart.
The gap between luxury brands (908) and volume-market brands (892) widened to 16 points, compared with 12 points in 2025. However, both segments received lower ratings than a year ago: the premium segment fell 4 points and the volume segment fell 8 points.
The largest advantages of luxury brands over the volume segment were in vehicle configuration and startup, where the difference was 32 points, and in infotainment, where luxury brands led by 28 points.
By powertrain type, hybrid vehicles achieved the highest index with 929 points, followed by plug-in hybrids (PHEV) with 919, battery electric vehicles (BEV) with 913, diesel models with 901, and gasoline models with 891.
Hybrid vehicle scores rose 10 points from 2025, while gasoline vehicle scores fell 9 points. Among hybrid owners, the best-rated areas were safety, powertrain, exterior design, driving feel, and ride comfort.
“Customers are looking for greater efficiency without giving up the comfort and driving experience they value, and hybrid vehicles are meeting those expectations,” said Gerardo Gómez, senior director and country manager of JD Power Mexico.
Gómez also noted that the progress observed among Chinese-origin brands shows that established manufacturers cannot take their position for granted.
“As competition increases, brands must offer clear reasons for owners to feel satisfied with their choice every time they get behind the wheel,” the executive warned.
