General Motors has named Allyson Witherspoon as chief marketing officer for Buick and GMC. She will work with the automaker’s leadership team and dealer network to guide the marketing strategies of both brands.
Witherspoon will help shape how Buick and GMC present their vehicles, technologies and customer experiences as the brands enter their next stage of development. Her responsibilities are expected to include strengthening brand positioning, supporting vehicle launches and coordinating marketing efforts across GM’s retail network.
Buick is positioned around premium design, technology and comfort, while GMC focuses on trucks, SUVs and premium capability. Witherspoon plans to emphasize the experiences and products that build customer confidence, support adventure and distinguish the two brands within their respective markets.
She joins General Motors following approximately 12 and a half years with Nissan and Infiniti. In announcing the move, Witherspoon thanked her former colleagues and highlighted the employees who supported her during her time with the companies.
Witherspoon’s appointment gives GM an experienced marketing executive as automakers increasingly use artificial intelligence, digital platforms and customer data to improve engagement. Her background includes marketing transformation and leadership across major automotive brands.
The role will also involve working closely with Buick and GMC dealers, which serve as important customer touchpoints for sales, service and local brand building. Coordinating corporate marketing with dealer execution can help maintain a consistent experience across digital and physical channels.
Witherspoon said she views the appointment as an opportunity to help write the next chapter for two iconic American automotive brands. The announcement did not specify when she will formally begin the role.
KEY QUOTES:
“I’m thrilled to share that I will be joining General Motors as Chief Marketing Officer for Buick and GMC. It’s an incredible honor to partner with a strategic and talented leadership team and dealer network to steer both brands into the next era.”
“I look forward to helping write the next chapter for two iconic American brands in Buick and GMC. Elevating the experiences, technologies and vehicles that inspire confidence, enable adventure and deliver premium capability in everything we do.”
“To my Nissan and Infiniti colleagues: I am grateful for the daring spirit of our employees. Thinking back on the last 12.5 years leaves me speechless. People are what make the company great, so thank you for the support over the years. Please keep pushing towards the future.”
Allyson Witherspoon, Incoming Chief Marketing Officer for Buick and GMC
