Your favorite social media marketing event is headed to NYC this May 12–14! Register for Social Media Week before December 16 to lock in early-bird rates and save 50% on your pass.
In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton chats with Melody Lee, chief marketing officer at Mercedes-Benz USA. Lee shares insights on navigating the post-Covid automotive industry, driving innovation in electric and autonomous vehicles, and how Mercedes is adapting to new consumer behaviors.
With more than 140 years of history, Mercedes-Benz continues to adapt to modern consumer demands. On the podcast, Lee explores the future of electric vehicles, how AI is reshaping the customer experience, and how Mercedes is redefining luxury for younger generations.
“It’s incumbent upon us to figure out how we market generationally,” she says. “You don’t do it in discrete moments only with a person that can buy your vehicle, you have to balance between the long term, of thinking about the next generations coming up.”
Lee brings a wealth of experience in marketing and leadership, having worked across industries before taking on the role of CMO at Mercedes-Benz USA. Her career began in PR, specializing in crisis communications, before transitioning to major marketing roles at Cadillac and Herman Miller. Now, at Mercedes-Benz, she leads the charge in revolutionizing the brand’s marketing approach, focusing on innovation, electrification, and inclusivity in the luxury automotive space.
Listen to Melody Lee on The Speed of Culture podcast for insights into redefining luxury in the automotive industry, adapting to consumer trends, and Mercedes-Benz’s drive toward a more connected, electric, and autonomous future.
Key takeaways:
00:02:34 Post-Covid Automotive Landscape — With an increased demand for personal mobility, supply chain challenges, and an industry-wide pivot towards electric vehicles, the automotive industry has transformed significantly over the last decade—more than in the previoushundred years. Melody emphasizes the importance of providing customers with the choice of powertrains that best suit their needs, reflecting Mercedes-Benz’s commitment to flexibility and innovation in a shifting market.
00:07:00 Taking Bold Risks to Drive Success — Reflecting on her career, Melody recounts the importance of taking high-stakes assignments that pushed her beyond her comfort zone. From crisis management in PR to leading major marketing campaigns at Cadillac, Melody shares how embracing challenges has been key to her leadership journey. Her advice for aspiring professionals? Don’t be afraid to take risks and learn from them.
00:11:12 Shaping the Next Generation of Luxury — The brand isn’t just focused on selling luxury cars to today’s buyers—it’s thinking ahead to how the brand will resonate with future generations. Melody shares the brand’s forward-thinking approach to cultivating a long-term connection with Gen Z and Gen Alpha, who may not yet be ready to buy a car but are dreaming of owning one in the future. Through partnerships in motorsports, collaborations with pop culture icons, and engaging campaigns featuring youth-focused content, Mercedes-Benz is positioning itself as the aspirational brand for the next generation. Melody emphasizes the importance of marketing for the present and the future, building relationships with consumers that will last a lifetime.
00:19:35 Powering the Shift to Electric — Mercedes-Benz is making bold moves in the electric vehicle (EV) space—but it’s not a sprint, it’s a marathon. Rather than pushing an immediate switch from internal combustion engines to electric, the brand is focused on offering customers the luxury of choice, whether they prefer hybrid or fully electric vehicles. With six electric models already on the market and a hybrid GLC plug-in on the way, Mercedes-Benz is steadily expanding its EV lineup. However, there are challenges to EV adoption, including infrastructure and consumer education. Mercedes-Benz is tackling these head-on with plans to build 2,500 high-power charging stations and partnerships with automakers and public entities to support the future of electric mobility.
00:26:45 Driving Innovation with AI — AI is at the heart of Mercedes-Benz’s vision for the future, integrated into every facet of the brand’s operations—from customer service to the in-car experience. AI enhances dealership interactions, providing more personalized and efficient services for customers while also being embedded in vehicles to elevate the driving experience. Mercedes-Benz’s collaboration with ChatGPT offers a glimpse into the potential of AI to revolutionize how drivers engage with their cars, making vehicles more interactive and responsive to users’ needs. By embracing AI as both a technological tool and a customer engagement strategy, Mercedes-Benz is not just keeping pace with innovation—it’s leading the charge in shaping the future of luxury driving.
