Peter Lyon
July 26, 2025
It’s a big year for Porsche in America. The German brand has just been ranked number one in the premium segment in the J.D. Power 2025 U.S. Automotive Performance, Execution and Layout (APEAL) Study.
It is the second consecutive year Porsche has earned the top position and the fifth time since 2020 that the sports car maker has earned the top position in the annual study. In addition, the Taycan earned the title for best-in-class in the Upper Midsize Premium Car Segment for the third consecutive year and the 911 earned the top spot in the Premium Sporty Car category.
This award however appears to downplay the fact that Taycan sales in the U.S. at least fell from 2023 levels of 7,570 units to 4,747 in 2024. In contrast, the Porsche 911 achieved its best sales year ever in 20240 in the US, with 14,128 units sold. This represents a 20.8% increase compared to the 11,692 units sold in 2023.
“We strive for every mile behind the wheel of a Porsche to be special,” said Timo Resch, President and CEO of Porsche Cars North America, Inc. “Everyone at Porsche is very grateful to our customers for sharing their feedback, which is vital for both the cars we offer today but also the ones being developed for the future.”
The 2025 U.S. Automotive Performance, Execution and Layout (APEAL) Study measures owners’ emotional attachment and level of excitement with their new vehicle across 37 attributes, ranging from the sense of comfort they feel when climbing into the driver’s seat to their exhilaration when they step on the accelerator. Porsche earned 890 points on a 1,000-point scale, compared to the premium brand average of 881. The 911 was the highest scoring model within the portfolio with a score of 902.
The 2025 U.S. APEAL Study is based on responses from 92,964 owners of new 2025 model-year vehicles who were surveyed after 90 days of ownership. The study was fielded from June 2024 through May 2025 based on vehicles registered from March 2024 through February 2025.
CARLIST THOUGHTS
Even though Taycan sales fell in 2024, I am not surprised to see this JD Power result. Over the years, Porsche has developed a huge, loyal following, built on decades of high great handling high performance machines and a b rand image reinforced by numerous race victories.
