Former Consumer Reports chief auto tester David Champion returns to Nissan.
There’s little doubt automakers take Consumer Reports magazine quite seriously. Seriously enough, in fact, that Nissan has hired David Champion, the non-profit organization’s top automotive tester.
In his newly created post as executive advisor for competitive assessment and quality, the 57-year-old Champion should be able to assist the Japanese maker in getting a better handle on both what consumers like and what they’re likely to complain about.
“David Champion’s unique industry background will help ensure that the customer’s voice is evident in every product we engineer,” said Carla Bailo, Nissan’s senior vice president, research and development, whom Champion will now work with.
“His experience in developing robust testing methods will help Nissan keep pace with the increasing complexity of our products and stay focused on continually improving our customer satisfaction ratings,” she added.
The British-born Champion is actually returning to Nissan which he worked for between 1994 and 1997 before joining Consumer Reports.
With its millions of readers and its extensive testing staff, CR has become the go-to source for many Americans on a wide range of consumer products. But it has become an especially powerful force in the automotive field, rivaling the likes of J.D. Power and Associates when it comes to ranking automotive nameplates and brands.
Though generally scoring above industry average in most quality, reliability and customer satisfaction surveys, Nissan has lagged behind import rival Toyota and is clearly setting out to overcome that gap – especially as it seeks to dethrone Toyota as the midsize sedan segment’s best-seller with its own new 4-door, the 2013 Nissan Altima.
Having a clear understanding of what resonates with Consumer Reports’ survey respondents could deliver a competitive edge for the second-largest Japanese maker. And earning a coveted “Recommended” rating from CR can transform an industry also-ran into a significant player in any market segment.
Champion began his automotive career with Britain’s Land Rover – ironically, a company that has traditionally lagged at the bottom of most quality charts, though it has recently improved its scores. He is a graduate of the University of Aston, in Birmingham, England.
Champion will officially join Nissan on September 10 and will work out of the maker’s Arizona Testing Center.