Shane Peever was appointed vice president, vehicle sales, service & marketing for GM Canada in April 2024. In this role, Shane oversees all vehicle sales and marketing activities for GM Canada, including the Canadian dealer network, vehicle distribution, digital strategy, customer experience and more. He also serves on the Canadian Executive Council (CEC) and as an officer on the board for GM Canada.
Over the last 20 years, Shane has held a variety of leadership positions within the vehicle sales and marketing and customer care and aftersales organizations, including most recently as head of sales with GM Energy in the U.S. He successfully built GM Energy’s sales and operations team, dealer programs, and direct and e-commerce sales channels from strategy through execution in preparation for the brand’s launch.
While leading Cadillac Canada, Cadillac achieved three back-to-back record sales years from 2020 to 2022, receiving the Canadian Automotive Dealer Association’s (CADA) most improved Dealer Satisfaction award while growing the brand’s health and profitability in the Canadian market.
In his role as director of enterprise marketing, Shane launched a variety of innovative digital tools, including the Dealer Digital and Website Choice Program, as well as GM Canada’s exclusive partnership with Costco. Shane also championed focus on data and analytics, including enhanced dealer data sharing and improved analytics capabilities within the organization. These successes, along with Shane’s commitment to foster an inclusive, connected, and empowered team culture, have led to growth across GM Canada’s sales and marketing organization and the dealer network.
Shane began his career with GM Canada as a co-op student before joining full-time in 2004. He holds a Bachelor of Commerce in Marketing Management from the University of Guelph and lives in Whitby, Ontario with his wife and two daughters.