Complementary Services Grow in PopularityThu, 09/01/2016 - 12:59
Q: How successful has OnStar been in Mexico and what challenges has GM faced in bringing the solution here?
A: Mexico was the first country in Latin America to receive the service, beginning in June 2013. We started with only two pickup truck models, the Chevrolet Cheyenne and the GMC Sierra. By the end of that year we had about 2,000 customers. Three years later we have over 55,000 with 30 models across the four GM brands: Chevrolet, Buick, GMC and Cadillac.
The challenges OnStar has faced involve people still discovering us, so we are working to create more awareness. One of our most important services can help save lives. In the event of a crash, the vehicle immediately sends critical information to the OnStar call center, such as the location of the crash, if air bags have been deployed and the speed of the crash, to help the customer as fast as possible, in coordination with emergency services. In case of theft, the technology allows us to locate the vehicle and help authorities recover it. Another service assists drivers with navigation. Our diagnostics service can help us understand the mechanical status of the vehicle and anticipate any problem.
Q: What are your marketing strategies to boost awareness with new and existing customers?
A: We have an advertising campaign in various segments through different channels such as radio, movie theaters and magazines. When a customer buys a new GM car at an agency, a sales advisor helps to enroll the vehicle in OnStar and explains the services that can be used free of charge for one year. Every month our customers receive an email about the diagnostics of the vehicle, including technical information, to keep the car in good health. They also receive a newsletter detailing our services and inviting them to discover the benefits of OnStar.
Q: How has the technology helped GM attract customers and what feedback have you received from the Mexican public?
A: OnStar is an example of innovation from GM. Our technology means a driver only has to push a button on the rear-view mirror to receive a personalized safety, security, navigation and connectivity service. OnStar is an exclusive service and only GM offers it in Mexico. We have had over 720,000 interactions with our customers since we started operations.
Q: How is OnStar evolving to target the needs of the Mexican market?
A: Connectivity is one of the most important aspects of new technology. We are working to improve our services and adapt them to Mexican customers. Our goal is to offer OnStar across all GM brands. OnStar is already available in many segments, from the subcompact like the Chevrolet Spark to premium large like the SUV Cadillac Escalade.
Q: What is GM’s relationship with insurance companies to ensure quick responses?
A: OnStar registers the driver’s insurance information so in the event of an accident, customers do not have to worry about calling their insurance company. The service puts them in contact to provide the necessary assistance. OnStar has created excellent relationships with safety and security institutions across the country and collaborates with them, sharing important information about a crash or assisting in the recovery of stolen vehicles.