SHANGHAI – General Motors today announced the appointment of luxury vehicle market veteran Leon Li as president of The Durant Guild and vice president of GM Premium Import, effective August 1. Based in Shanghai, he will provide the strategic vision and direction for the entire lifecycle of the company’s Premium Import business in China.
The Durant Guild is a lifestyle platform launched by GM last September for the import of its premium products to China. The wholly owned new business will enable GM to drive further growth in China with a larger portfolio of high-end EVs and ICE vehicles, from luxury models and performance cars to full-size premium SUVs and pickup trucks.
Building a highly connected dedicated community of influencers, The Durant Guild is creating a direct-to-consumer model while seeking unique opportunities to reach out to vehicle buyers wherever they may be. It is also exploring value-added possibilities around automobile ownership and lifestyles.
Since its launch, The Durant Guild has actively created pop-up experiences in major cities. The close interactions with customers provide valuable market insights, paving the way for product launches, sales strategies and marketing activities to come.
At the 2022 China International Import Expo, The Durant Guild announced that the Cadillac CELESTIQ ultra-luxury sedan would be the first model imported to China, with additional nameplates on the way.
“This is perfect timing, as GM gets ready to begin imports of iconic global products to China,” said Julian Blissett, GM executive vice president and president of GM China. “We are pleased that Leon will be bringing his unmatched experience in luxury and ultra-luxury vehicles to lead the Premium Import team.”
“There are tremendous opportunities on the import side of the business to meet the growing needs in niche segments and among China’s high net worth individuals,” said Li. “I look forward to working with our team to bring in some unique and one-of-one products and experiences with The Durant Guild.”
Prior to joining GM, Li served as president of Rolls-Royce Greater China since 2014 and held several senior management roles in the BMW Group.
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