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Cadillac's Melody Lee to lead Book vehicle subscription expansion

Melody Lee has worked on Book by Cadillac since its inception and pilot launch in New York this year.

Cadillac has named Melody Lee to oversee the expansion of its vehicle subscription service, which the company is preparing to expand beyond of its initial test phase.

Lee, director of brand marketing, will be global director of Book by Cadillac, effective Nov. 1. She will oversee the program as it enters its “next phase of growth,” Cadillac said.

“Book will require focused attention and an organization built to accelerate expansion and keep the brand at the pioneering forefront of change, which will largely be Melody’s responsibility in her new role,” the brand said in an emailed statement to Automotive News.

A Cadillac spokesman declined to provide specifics of the program’s expansion, citing Book “will continue to further expand its geographic and customer footprint” over the “next few years.”

Lee, who has been an Automotive News Rising Star, joined Cadillac in 2012. The 36-year-old has worked on Book since its inception and pilot launch in New York this year.

Book gives subscribers on-demand access to Cadillac vehicles for $ 1,500 a month without the commitment of leasing, financing or purchasing.

Cadillac views the program as a way to expand its customer base and services. Cadillac Chief Marketing Officer Uwe Elinghaus last month said that the brand had 8,000 people, including 1,500 in greater New York, interested in joining the pilot program. Ninety percent of them had never owned or leased a Cadillac.

A “limited number” of those hand raisers are involved in the pilot program. (He declined to provide the exact number.) Subscribers use a mobile app to reserve vehicles that are then delivered to their location via a white-glove concierge service. They have access to the current-year models of Platinum-trim Cadillacs, including the XT5, CT6, Escalade, plus V-series vehicles.

A successor for Lee has not been named, as Cadillac determines “the new structure of the marketing team.”

Prior to joining the General Motors luxury brand, Lee advised the International Olympic Committee ahead of the 2008 summer games in Beijing, when heat was building on China’s human rights record. She also was part of a team in 2009 that advised Live Nation and Ticketmaster Entertainment on their controversial merger.

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