J.D. Power names Porsche most appealing premium brand

The 2025 Automotive Performance, Execution and Layout (APEAL) Study conducted by leading US consumer intelligence firm J.D. Power found Porsche as the most appealing premium brand.

This marks the the second consecutive year Porsche earned the top spot in the annual study.

In addition, the Porsche 911 led the Premium Sporty Car category while the Porsche Taycan was voted best in the Upper Midsize Premium Car class.

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 their exhilaration when they step on the accelerator.

In the study, Porsche scored 890 points on a 1,000-point scale, surpassing the premium brand average of 881 points. The 911 was the highest scoring Porsche with a score of 902 points.

The current 911 range includes the Carrera, Carrera 4, Targa, GTS, Turbo, and GT models. Each offer varying levels of performance as determined by the output and specification of their iconic flat-six engines, as well as by chassis tuning and aerodynamic elements.

Owners appreciate the 911 for its blend of daily usability, high performance and consistent build quality across the model range.

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Meanwhile, the Taycan lineup also comes in a variety of capabilities and body styles, available in sedan, Sport Turismo, and Cross Turismo configurations. The models use an 800-volt architecture for their all-electric powertrains.

Now in its 29th year, the APEAL Study is based on responses from more than 84,000 purchasers and lessees of 2025 model-year vehicles.

Porsche’s consistent result in the study reflects its commitment to building vehicles that deliver high levels of performance and quality, as well as a rewarding ownership experience.