'We have to be everywhere': How this female exec is shaping the Mercedes-Benz brand

"“You have to talk to the drivers and the dreamers,” according to Melody Lee, Mercedes' chief marketing officer in the U.S. Lee, who joined the marque in 2023, has a tough job: helping to make sure the company exists another 140 years. An experienced marketing and automotive exec (Lee was previously the global brand director of BOOK by Cadillac), Lee spends hours every week talking to customers and enthusiasts about how they shop for cars and what they're seeking in their next Mercedes."

"“When I joined in 2023, we were in a midst of a massive transformation ... we were trying to figure out how to market multiple powertrains at once. I had to figure out how to communicate this new era [of electrification] for Mercedes-Benz. At the same time, everything was changing constantly. The second thing that was really important was protecting the heritage of a brand that's been around for 140 years. You just don't discard everything that's happened before. So that was my challenge: balancing between the past, present and future.”"

"“You'll often find Lee at the Mercedes-Benz Formula 1 paddock or sponsored events like the Masters and Super Bowl. But working in automotive is not as glamorous as it seems, she said. Lee spoke to ABC News about where she's finding new customers, how she's preserving the brand's storied history and why women are so crucial for selling cars. The interview below has been edited for clarity.”"

Mercedes-Benz targets next-generation buyers by engaging both drivers and dreamers while balancing electrification with the brand’s 140-year heritage. The chief marketing officer in the U.S. spends significant time speaking with customers and enthusiasts about how they shop and what they want in a next Mercedes. A new California site lets gearheads explore vehicles and meet an atelier to design a dream Mercedes. Marketing efforts include presence at Formula 1 events and major sponsored occasions. The company also focuses on reaching potential EV customers who may not yet know the electric lineup, while communicating multiple powertrains during ongoing transformation.

Read at ABC News