This document provides a summary of research conducted by GM PACE on the HMI of cars. It includes brand analyses of Cadillac from 1902 to the present. Research methods such as surveys, interviews, and persona development are described. Four personas representing different car owner types are presented, with one persona profiled in detail. The research aimed to understand car owners' lifestyles, needs, and perceptions of luxury cars to inform usability, ergonomics, functionality, and technology in cars.

1. GM PACE HMI
Research Review

2. Cadillac: The iconic car
Cadillac of watches
From Camel...to.......Cadillac

3. Cadillac: Indian scenario

4. Brand Analysis
1902 to 1920

5. Brand Analysis
1921 to 1940

6. Brand Analysis
1941 to 1960

7. Brand Analysis
1961 to 1980

8. Brand Analysis
1981 to Now

9. Our Research Methodology

10. Brainstorming
DRIVE : AUTO_
Medicine delivered via fruit
Fully auto-piloted cars
First unambiguous contact with Extraterrestrial life
Moon base the size of a small village
Robots superior to humans
Smart yoghurt
1
2
3
SPACE
EARTH
Space elevator
V
Android gladiators
NUCLEAR
POWER
STATION
Supercomputer as fast as a human brain
Hotel in orbit
Use of nuclear fusion as power source
Robot gardeners
2006
2011
2021
2031
2041
2051

11. Userstudy
Objective
1. Study the lifestyle of the car owners
2. Finding the customer needs and problem
3. Problems with usability of a car (Car a a product)
Ergonomics, Functionality and Technology
4. Perception of a luxury car.
5. Brand preference and social status association
Visual based
Questionnaire

12. Ethnography study
Contextual Interview
Life style
Personal Interviews
Problems Identification

13. Profiling and consolidating personas

14. Personas
PERSONA 1:
Gurubhai
Demographics:
Male
48 years
Married and settled with family
Surat
Values and Attitude:
Traditional outlook
Wants value for money
An uncanny business sense
Street-smart
Gurubhai
a traditional
businessman
Gurubhai hails from a
respected Gujarati business
family. It was his late grandfather
who laid the foundation of their
jewelry business, when he left his
native town and moved to the big
industrial city of Surat. Today
Gurubhai carries forward the
family legacy in the form of a
sprawling jewelry business.
Gurubhai is not very educated
but indeed he is street-smart. He
has earned his wealth through sheer
business acumen, building upon the
work done by his father. He
commands respect and admiration
whenever he visits his ancestral
town.
However, all this adulation has
not changed him as a person.
Gurubhai still prefers to travel in his
old Ambassador and wear simple
suits. At core he is still very
traditional and has not forgotten
his roots. His home gives a glimpse
into his family’s ethnic sensibilities.
His wife takes a keen interest in
1
decorating the house and if you
visit, you will be enamored by their
hospitality. To add on Gurubhai
likes being in a thick network of
people. He prefers staying in the
central business hub of the city in
spite of the fact that he has
property in posh areas.
Gurubhai is a family man and
loves his daughter Latika. He leaves
no stone unturned to ensure the
comfort of his family. As he says,
“When Latika gets married; I have
promised her that wedding would
all be that she has dreamt of… I
will gift the man of her dreams the
finest car… there will not be any
scope of any unfulfilled wishes”.
For Gurubhai, if his prospective son
in law is wealthy and from a
respected family, then nothing else
matters.
Gurubhai has no qualms in
splurging for his wife and children
but wants maximum value out of
the proposition. When it comes to
his choice of car for gifting, he
wants a wide array of features
and options. If he thinks that he is
getting much more than what he is
paying for, he will take it.

15. Personas 1

16. Personas 2

17. Personas 3

18. Personas 4

19. Thank You