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.
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.
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.
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.