Cadillac take center stage at the 2017 Step Conference | Sitra, Bahrain | NMC Cadillac

For the second year running, Cadillac was one of the major sponsors of Step Conference, the Middle East’s largest gathering of entrepreneurs and global brands in the technology, digital and music industries. The luxury car brand also made its presence felt on the main stage during the ‘Future of Mobility’ discussion that took place on the first day of the event.

Nadim Ghrayeb, Regional Sales and Marketing Manager, Cadillac Middle East commented during the event: “We have continued our support for this great event as it personifies us perfectly. It gathers entrepreneurs and big industry players from across the region that share the core beliefs of our brand, who personify our ‘Dare Greatly’ brand direction. We will keep supporting great platforms like this one, as we continue to inspire people who look for a way to shape a progressive culture, and create distinguished designs and innovations that move us forward.”

During the three day event, Ghrayeb took to the stage to join other big industry players, to discuss the future of mobility, how the brand is helping to shape the mobility industry, and how it will look in an ever changing technological landscape.

“The industry is moving at an incredibly fast pace, with major breakthroughs from the way we interact with our customers, to the products we make. The automotive industry is changing and will look very different in the years to come, only the brands that continue to evolve and adapt to the changing market will be able to make an impact in it,” commented Nadim.

Also making an appearance at the three day event was the 2017 Middle East Car of the Year, Best Large Premium Sedan – the Cadillac CT6. It is the brand’s latest benchmark in its segment, with the latest vehicle technologies and comfort features that offer the driving dynamics and efficiency of a midsize sport sedan. Guests also had the opportunity to try out the Cadillac-exclusive Bose® Panaray® audio system featuring 34 speakers, which gives passengers an unparalleled experience with in-car infotainment.

Step Conference started in 2013, with a gathering of 300 people, the event has grown, welcoming over 6000 participants and guests in 2016. The platform for entrepreneurs has expanded since its inception to become the largest gathering of technology, digital and entertainment industries in the MENA region. This year’s event takes place from the 5th to the 7th April, at the Dubai International Marine Club.