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At the CES 2021 Show, Cadillac will showcase how it continues to push the limits of the in-car user experience, particularly by looking out of the car industry.

09 Jan 2021 | International News : U.S.A.



At CES 2021, Cadillac will showcase how it continues to push the boundaries of the in-vehicle user experience. Early in the new vehicle development process, the Cadillac team invited innovative companies from outside the automotive industry, including Territory Studio and Rightpoint, to help reimagine the user interface.

Focused on artfully integrating aesthetics, purpose and technology, these teams helped bring to life Cadillac's all new vehicle displays.

The new Cadillac Lyriq concept, which features a 33.0-inch digital display wrapped around the driver
"In designing the user interface for Cadillac, we started with a vision but recognised 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 brought a new perspective that enabled us to design a personalised 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. Rightpoint was brought in to question the expected. With roots in strategy, design and technology, the company worked with the team to bring Cadillac's vision for the future to life in completely new ways.

The recently unveiled Cadillac Lyriq concept embodies this new direction for the brand. The Lyriq is Cadillac's first all-electric SUV and features a massive 33.0-inch advanced LED display.

This allows it to offer a customisable 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 is needed most.

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