Cadillac Looks Outside Automotive Industry To Deliver Next-Generation User Experience

Press release
Published February 23rd, 2021 - 11:32 GMT
Cadillac Looks Outside Automotive Industry To Deliver Next-Generation User Experience
Cadillac collaborates with Rightpoint and Territory Studio to bring to life all-new in-vehicle displays
Cadillac collaborates with Rightpoint and Territory Studio to bring to life all-new in-vehicle displays

Cadillac continues to push the boundaries of the in-vehicle user experience and has invited innovative companies from outside the automotive industry, Territory Studio and Rightpoint, a Genpact company, to help reimagine the user interface right at the new vehicle development process. Focused on artfully integrating aesthetics, purpose and technology, these teams helped bring to life Cadillac’s all-new vehicle displays. And the recently unveiled Cadillac LYRIQ show car embodies this new direction for the brand. 

“In designing the user interface for Cadillac, we started with a vision but recognized that we were going to need a fresh perspective and new ways of thinking to turn it into a reality,” said Bill Thompson, GM senior manager, User Interface Design. “That’s where Rightpoint and Territory Studio came into the picture. Both teams are incredibly talented and brought a new perspective that enabled us to design a personalized and elegant user-focused experience.”

Territory Studio brings a deep understanding of narrative design for film, games and brands. Their expertise in near future technology and creative design provided Cadillac with a fresh vision for the future. 

“We are excited to be working with the visionary team at GM as technology and innovation bring disruptive changes to the automobile industry,” said Marti Romances, co-founder and creative director, Territory Studio. “As creative specialists, we thrive on future vision challenges, crafting experiences that help people access, understand and benefit from digital technology through intuitive design. Our deep expertise in 2D and 3D real-time graphics allows seamless access to all on-board technologies in safe and precise ways, transforming the in-car experience as connectivity becomes a central part of the experience.”

Rightpoint was brought in to question the expected. With roots in strategy, design and technology, they worked with the team to bring Cadillac’s vision for the future to life in completely new ways.

“Powered by technology new to the automotive industry, we had an opportunity to reimagine the user experience of the Cadillac brand and redefine what luxury is in a digitally enabled world,” said Gabriel Bridger, executive creative director, Rightpoint. “It started with a simple question: Why can’t things work better? With that as our mantra, we created an experience that at once feels intuitive, as well as entirely fresh. The finished product could only exist with tight collaboration with the Cadillac team and a willingness to challenge the expected.”

The Cadillac LYRIQ, the luxury brand’s first all-electric SUV, represents this new user interface direction and features a massive 33-inch diagonal advanced LED display. It offers a customizable user interface designed to deliver a flexible, high-end user experience with display themes to fit the driver’s mood and personality. The large screen wraps toward the driver and information is intuitively displayed where it’s needed most. 

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Background Information


Cadillac is a luxury vehicle marque owned by General Motors. Cadillac vehicles are sold in over 50 countries and territories, but mainly in North America. Cadillac is currently the second oldest American automobile manufacturer behind Buick and among the oldest automobile brands in the world. 

Cadillac was born in 1902. Its founder, Henry Leland, a master mechanic and entrepreneur, named the company after his ancestor, Antoine de la Mothe Cadillac, the founder of Detroit. It was purchased in 1909 by General Motors and within six years, Cadillac laid the foundation for the modern mass production of automobiles by demonstrating the complete interchangeability of its precision parts, also establishing itself as America's premier luxury car.

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