Who is duPont REGISTRY's New Chief Marketing Officer?
duPont REGISTRY Group (DRG), the Florida-based ultra-luxury automotive brand and digital marketplace, has appointed Cristina Cheever as its new Chief Marketing Officer.
The move is part of a wider strategic shift for the group as it transitions from a legacy media brand into a high-tech, multi-platform ecosystem valued at over US$1.5bn.
Christina, a veteran of Porsche, Aston Martin and most recently Robb Report, joins at an important moment for the group, which specialises in the buying and selling of high-end exotic cars, vehicles and properties.
The group, which sits at the heart of the "Driven Lifestyle" portfolio, is currently navigating a generational handoff in the luxury car market – one where digital-first platforms and "experiential" assets are becoming as valuable as the vehicles themselves.
Cristina’s task is to unify a sprawling portfolio that includes the flagship magazine, Sotheby’s Motorsport, Canossa Events, and the recently acquired Porsche marketplace, Elferspot.
"Adding Cristina to our leadership team is an important step forward," said Antoine Tessier, CEO of duPont REGISTRY Group. "Her ability to elevate iconic heritage brands will be instrumental in bridging our storied past with a tech-driven future."
The "Beyond the Drive" Mandate
The timing of Christina's arrival coincides with the release of DRG’s landmark "Beyond the Drive" study, conducted in partnership with Boston Consulting Group (BCG).
The report reveals a seismic shift in the market: the US luxury and exotic car segment is projected to nearly double to US$215bn by 2035, with used vehicle sales growing 1.5 times faster than new sales.
For a Marketing Chief, this data is the blueprint. Christina is not just inheriting a brand, she is inheriting a mandate to capture the "always-on" luxury consumer.
According to the BCG study, 80% of UHNW buyers now browse for vehicles weekly or even daily, regardless of their intent to buy.
Chrisina’s background in high-touch media, specifically her time leading Robb Report’s private membership platform, RR1, positions her to pivot DRG from a transactional marketplace into a membership-driven community.
Scaling the data moat
Under Christina, DRG is expected to double down on an omnichannel strategy that blends high-tech tools with high-stakes experiences.
The group has recently integrated AI-driven portfolio management tools, like duPont REGISTRY Garage, allowing collectors to track their car values with the same precision as a stock portfolio.
However, the marketing leader’s challenge remains the human element. The group’s experiential arm, which organises over 250 rallies and concours events globally, serves as the primary engine for first-party data.
Christina will be tasked with leveraging this ‘emotional data’ to deepen engagement among younger, tech-native collectors who prioritise access and curated journeys over traditional ownership.
The appointment comes on the heels of significant capital infusion, including a strategic investment from world-renowned collector François Perrodo.
With a goal of reaching US$1bn in revenue in 2025, the stakes for the marketing function have never been higher.
In Christina, DRG has secured a leader who understands that in the ultra-luxury space, the ‘product’ is no longer just the car – it is the ecosystem of trust, community, and technology built around it. For the world's marketing elite, it is a clear case study in how to future-proof a 40-year-old icon for a US$200bn future.