General Motors just announced the appointment of Chris Briggs as the new Vice President of Cadillac China and Cadillac Sales and Marketing General Director for SAIC-GM. The executive will assume his new position as of July 1st, with the aim of strengthening plans for the transition to the luxury brand’s all-electric future in the world’s largest automotive market.
Chris Biggs becomes the head of Cadillac’s business in China, replacing Felix Weller, who held both positions since October 1st, 2019 and was recently appointed Vice President of GM China for new business opportunities. In his new leadership role, Biggs will report to Vice President of Cadillac Global and Mike Devereux, Vice President of Vehicle Sales, Service and Marketing for General Motors China and SAIC-GM.
“I’m excited to have Chris joining the Cadillac family. His expertise in product and multiple areas will help Cadillac keep up its strong momentum in China,” said Vice President, Global Cadillac, Rory Harvey, in a statement. “Cadillac has been on a tremendous journey with the transition toward an all-electric future. With a deep understanding of the world’s largest and most dynamic EV market, Chris will lead Cadillac to win,” he added.
In his new leadership position, Chris Biggs assumes responsibility for continuing to drive Cadillac’s development in the Chinese market – the brand’s main sales volume hub internationally since 2017. In particular, his extensive experience in product planning and his deep knowledge of the electric vehicle market in China will be key to reinforcing Cadillac’s strategy in the Asian country.
Chris comes to lead the Cadillac China team after successfully serving as Vice President of Product Planning for GM China and Executive Director of Product Planning for SAIC-GM. In fact, General Motors points out that the exec has held various leadership positions in product planning and has extensive experience in the global and multifunctional markets.
Chris Biggs first joined General Motors in 1997, holding various strategic positions in North America such as Director, Global Chevrolet and North America Portfolio Planning. After being responsible for multiple global products and platforms, he came to China in 2017 to fill his previous role as GM’s chief product planning officer.