Faces of GM

Dave: Voice of the LaCrosse customer

September 27, 2009 at 6:29 am

Dave McIntyre – Buick LaCrosse product manager
Food finds: I like ethnic varieties and am particularly fond of Indian, Thai and Mexican.  Folks from outside Detroit might be surprised to learn we have great, authentic Mexican restaurants at our ‘Mexicantown.’  When I’m out of town, I love to discover the out-of-the-way places.  I’m a big fan of the Food Network’s Diners, Drive-ins and Dives — that type of restaurant is right up my alley.
Tunes: My iPod is loaded with everything from 60′s and 70′s R&B (Bill Withers, Temptations) to modern alternative (Killers, White Stripes, Beck) and everything in between.
Film fest: As a busy dad of two, I don’t have a lot of time for movies these days, but I love everything from Slumdog Millionaire to Forest Gump and the Tarantino and Coen brothers flicks.

Growing up, I never thought my job would involve visiting car buyers’ in their homes to learn more about their lives, likes and dislikes.

But for the last few years, my role has been to serve as the voice of the customer on the Buick LaCrosse, and part of that is doing what we call “garage visits,” where we met with loyal Buick customers and competitive owners in their homes to gain insights about their lifestyles and brand preferences. Then, we used that info to reinforce or complement what we find in broader industry studies and focus groups.

For LaCrosse, I visited about three customers per day for three days in Atlanta, Chicago and LA. I’d spend about an hour in their homes before we even start talking cars.  We want to know about their favorite possessions, their favorite room, major purchases or home improvements and why.

This can lead to insights about their overall values and specifically relating to cars, how they prioritize quality, value, brands, and more.  After that, we’d go for a drive in their vehicle and ask them what they liked and disliked about it.

When we were developing the LaCrosse, I was constantly involved in ‘negotiations’ with other areas of vehicle development, like engineering, manufacturing, purchasing and design, trying to find the best balance of often conflicting objectives, such as cost, quality and appearance. My role was to advocate for what we believe the customer wants and needs.

I have been involved in the program since its inception.  When I started working on the LaCrosse, I didn’t have any kids… now I am the proud parent of a 4-year old and a 2-year old.

I’ve always been a big outdoors person – boating, biking, golf, etc.  As my kids get older, I’m looking forward to getting them interested.  The other night with a wiffle ball and a plastic bat, my 4 year old daughter got a little ‘baseball 101.’  I was surprised that she could hit it so well…  Look out, Jeter!

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