Melissa Grady - Global CMO at Cadillac

Driving Cadillac's Tech Innovation

On this episode of the Reboot Chronicles Podcast, Cadillac’s CMO, Melissa Grady, and I look at how they are driving innovation and technology—and what's next for the auto market.

Arriving Home - Back in the Auto Industry

Coming out of grad school, Mellissa started her career in the auto industry, and the years, she has been on the digital industry's leading-edge, from starting her own companies to Motorola, MetLife, and now Cadillac. Since appointed CMO of Cadillac, Melissa has been driving the future of the luxury automotive brand. She's launched various campaigns, including the "Make Your Way", which debuted the 2021 Cadillac Escalade addressing COVID-19 and the unprecedented times we are going through: stating the brand has its consumers' backs.

Building the Next-Gen for the Next-Gen

A lot has changed since I took digital pioneer Autoweb public, when I was their CEO. The automotive industry remains a bit fragile in 2020, with sales down anywhere from 10 to 30%, depending on the brand and country. Unlike other automotive companies, Cadillac has gained momentum to accelerate growth and scale up the manufacturing process. While, my fav, the Escalate launch has been slightly delayed, the company has moved forward towards an electric future 'with Zero Crashes, Zero Emissions, and Zero Congestion' and has launched its new and exclusive platform.

Unlike Baby Boomers and Gen X, the latest up-and-coming generations are less car crazed and prefer shared mobility—at least before a global pandemic hit the world. Now, as economies gradually reopen, we are seeing significant changes in drivers' behavior. The coronavirus has led to a sharp rise in new car use patterns as commuters, like you, shun public transport. Cars have become the ultimate form of personal protection, understanding that people are comfortable in their "own germs" at home and in car.

Personalization Technology

We live in a time when technology has never been more critical in consumer segments, including luxury cars, and Cadillac is no exception. Melissa believes that "the two things that are important right now are technology and personalization:  Technology brings a whole new level of vehicle personalized experience to life—from the performance driving to advanced AI & AR. Cadillac is known for its high standards, and the company continues to innovate, define and take advantage of tech trends. I was fascinated by the number of different features they offer, like huge OLED screens, 36 speakers and next-gen augmented reality elements to the navigation display.