Sonia Rief, Global Vehicle Director, is responsible for the end-to-end stewardship of Lincoln’s products enterprise-wide. In this role, Rief leads Lincoln vehicle programs and planning, and interfaces with multiple teams including product planning, engineering, user experience, design, and marketing to help create a winning portfolio of products and experiences for Lincoln clients. She is focused on developing plans to better meet emerging customer needs in the luxury segment, while driving topline growth and maximizing returns.

Rief’s global role is a natural extension of her previous work. She brings over 24 years of automotive experience in engineering and program management, most recently working for Nissan Motor Co. on various ICE and EV products. Rief has had extensive leadership roles within Nissan from Vice President to Global Program Director, improving key business metrics across multiple markets. Her extensive background and experience in product development and business planning have prepared her well for her new position at Lincoln.

Her knowledge of automotive is extensive; Rief is excited to see Lincoln evolve and transform. “What truly sets this brand apart is our unwavering focus on the client experience,” she says.

Rief earned an MBA from the University of Michigan and has a Bachelor of Science in Mechanical Engineering from North Carolina State University.