Meet our President, Adrienne Peters

Automotive culture has been a lifelong obsession for Adrienne from her earliest childhood memories riding to car shows in her dad’s 1969 Camaro to skipping her high-school field day to attend Frank Hawley’s Drag Racing School, dreaming of one day making her passion a career. Today, she is embarking on a new adventure following an influential career with General Motors (GM) dedicating 12 years to building influential relationships, global brands and performance part sales. With her consulting business, Ardent Strategies LLC, Adrienne channels her lifelong passion for high-performance and sought-after Original Equipment Manufacturer expertise to help shape the future of the aftermarket and motorsports industries during a transformative time.

From one high-performance industry to another, Adrienne’s most recent work for GM from 2021-2023 included defining GM Defense’s brand identity and leading creative direction for the marketing ecosystem ranging from photoshoots and international tradeshows to advertising campaigns and facility design. With multidisciplinary relationships throughout GM, Adrienne was a valuable liaison between GM Defense and its parent company. Her extensive performance background helped shape internal and external marketing and communications on leveraging GM’s commercially-proven advanced technologies to meet government and defense customer requirements.

From 2016-2021, Adrienne held a hybrid marketing and product management role for the late-model Chevrolet, GMC and Cadillac performance parts portfolio. Her deep connection to the enthusiast community established her as a trusted voice at the highest levels of leadership in defining Chevrolet’s presence at the SEMA show from vehicle builds to press releases. A strong advocate for innovation in the aftermarket, her integral role in the storytelling for Chevrolet Performance’s electrified eCOPO Camaro (SEMA 2018) and 1962 E-10 pickup (SEMA 2019) concept vehicles, helped accelerate the conversation around the influence of electrification on the aftermarket. Responsible for the social strategy that grew Chevrolet Performance channels to over 1.3 Million followers in total, Adrienne’s commitment to premium content creation resulted in consistently out-engaging competitors and the @ChevroletPerformance Instagram channel ranking as the highest engaging channel in all of GM. A cross-functional powerhouse, Adrienne collaborated with GM’s design, engineering and purchasing teams to bring an unprecedented number of factory performance upgrades to market, including GM’s first-ever drag racing and off-road racing portfolios. Her involvement in the product lifecycle continued post-launch with dynamic storytelling in the media and authentic marketing strategies that resulted in record-breaking sales.

As a core agency team member on the Chevrolet Motorsports account at Jack Morton Worldwide from 2011-2016, Adrienne executed nationwide brand experience programs at nearly every professional racing series in the United States including NASCAR, IMSA, IndyCar and World of Outlaws. She was also entrusted by Chevrolet leadership to manage 30 high-profile contractual relationships with partners such as Jeff Gordon, Indianapolis Motor Speedway and NASCAR.

A graduate of Oakland University, Adrienne forged her career path through an innate connection the aftermarket and motorsports communities. From working her way through university as a welder and fabricator at Kustom Creations, Inc. to facilitating partnerships with the biggest names in motorsports and leading omnichannel marketing efforts for Chevrolet Performance, the common thread in her work is an undeniable passion. Adrienne loves driving her 1970 Monte Carlo to the local cars and coffee, but she lives for shaping the industry’s future and inspiring the next generation of enthusiasts.

Honors

Motion + Power Technology Expo, Women in Engineering Panel Speaker  (2021)

SEMA MPMC Council Select Committee (2020 - 2022)

Detroit Autorama, Student Career Day Keynote Speaker (2020)

SEMA Businesswomen’s Network (2019-2021)

SEMA Australia Business Development Conference, GM Subject Matter Expert (2019)

SEMA Middle East Business Development Conference, GM Subject Matter Expert (2018)

PRI Trade Show, Student Career Day Keynote Speaker (2017)