Elaine Margarita is the Lead UX Generative Research within General Motor’s SDV Digital Cockpit Experience group. Her career has included usability, product and advertising research, employing both quantitative and qualitative methods.
I consider it an honor when someone buys our products. As a result, I take being the ‘Voice of the Customer’ very seriously. As the customer’s representative, I feel strongly about advocating on their behalf and often use storytelling to evoke emotional responses from my clients. I fall in love with the customers and want the best for them; I want everyone else to feel the same way.

At General Motors, we are passionate about designing, building and selling the world’s best vehicles. This vision unites us as a team each and every day and is the hallmark of our customer-driven culture. We set high standards for our company so that we can give you the best cars, trucks and SUVs. It’s our commitment to deliver vehicles with compelling designs, flawless quality and reliability, and leading safety, fuel economy and infotainment features. The very things that create that special bond between driver and vehicle. Whether it’s a Chevrolet, Buick, GMC, Cadillac, Opel, Vauxhall or Holden, making the world’s best vehicles can only happen with the world’s greatest employees. We take great pride in our work and take great care to deliver exceptional cars and a positive ownership experience to our customers in 140 countries around the world.