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Mazda Gets the Most Improved Non-Premium Brand Honors in the APEAL Study


mazda6
2014 Mazda 6

2014 Mazda6 Awarded Highest Honors in Midsize Car Segment

IRVINE, CA --July 24, 2014: Mazda North American Operations (MNAO) today was recognized by J.D. Power as the most improved Non-Premium brand, moving from 16th place with 776 points in 2013 to 9th place with 790 points in its 2014 Automotive Performance, Execution and Layout (APEAL) Study(SM). Additionally, the 2014 Mazda6 (821 points) received highest honors in the Midsize Car segment, scoring 21 points above the segment average. The Mazda brand scored five points above the Non-Premium average and showed the largest place movement (improved seven positions) and index score improvement (increased 14 points) within Non-Premium brands.

"One of the main principles in our DNA is 'Kaizen', which is a Japanese term that means 'continuous improvement through wisdom and ingenuity,' said Jim O'Sullivan, president and CEO, MNAO. "Mazda's improvement in this year's 2014 J.D. Power APEAL study shows that our continued focus on improving vehicles through ongoing evaluations and customer feedback is changing their opinion of the brand, and for the better. Customers are more satisfied with their new Mazda than ever before."

Mazda6 wasn't the only Mazda vehicle to perform well. In fact, all Mazda vehicles equipped with SKYACTIV®1 TECHNOLOGY and KODO Design did very well in their respective classes. The 2014 Mazda3 scored 17 points above the Compact Car average, placing it fourth among 18 total cars. The 2014 Mazda CX-5 did equally as well, placing fourth out of 13 in the Compact SUV segment, scoring six points above the segment average.

The APEAL Study examines how gratifying a new vehicle is to own and drive. Manufacturers worldwide use the study to help them design and develop more appealing vehicles; consumers use it to help them make purchase decisions. The 2014 APEAL Study is based on responses gathered between February and May 2014 from more than 86,000 purchasers and lessees of new 2014 model-year cars and light trucks, who were surveyed after the first 90 days of ownership. The APEAL Study complements the Initial Quality Study (IQS), which focuses on problems experienced by owners during the first 90 days of ownership.

1 SKYACTIV is a registered trademark of Mazda Motor Corporation