Sue Morales From The Buick Enclave Engineering TeamEnlarge Photo
The owner's manual is quickly becoming old school, what with the reading and the paper, it's just so dated. Now we have things like smartphone applications, OnStar, YouTube and so much more.
GM is still including owner's manuals with each and every car, but they want to enhance the ownership experience with new technology. It is now creating short video tutorials on certain vehicle features, and posting them to YouTube. It then takes the videos and spreads them among various social media sites.
"People like to get their information in different ways," says Roger McCormack, director of product marketing at Buick.
"Some people are perfectly comfortable looking at an owner's manual," he notes. "Some people still like the 'getting-to-know-you' cards. Some people like it face-to-face at time of delivery. Others just want to get in their car and say they'll get around to it some other time."
The videos feature brand engineers demonstrating how the features work, and sometimes why they work in a certain way. Of course, marketers surely have a hand in all of this, but it is nice to see the people that help create these features actually talking about them.
We've talked about the rising trend of video in social media lately, both with Scott Monty at the LA Auto Show, and at the JD Power Automotive Internet Round Table conference in October. Video is a great medium for instruction about new features because it allows people to see and hear the engineers' body language and intonation, unlike the lifeless pages of the paper manual.
These new videos follow the launch of the myBuick, myGMC, myChevrolet, and myCadillac smartphone applications. These smartphone applications are another way that GM hopes to connect and engage its customers utilizing new methods.
The video below is one of the latest tutorials, featuring the Buick Enclave.