Cadillac’s Lyriq SUV represents in purpose for the American luxury brand. It’s the company’s first fully electric SUV, and as such, Cadillac is looking to distinguish it from other models. One way that it’s doing so is by going outside normal automotive channels to design the user interface for its infotainment system.
Cadillac announced Thursday that it’s teamed up with Territory Studios, a veteran of the video game industry that recently contributed to CD Projekt Red’s Cyberpunk 2077, and Rightpoint, a company focused on designing user experiences.
Now before you get all your Cyberpunk bug jokes ready, Territory was responsible for the Cyberpunk 2077 logo design and not, well, everything else. Rightpoint has worked on campaigns for retailers such as B&H Photo and Walgreens.
“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 of user interface design, in a statement. “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.”
And elegant is an excellent way to describe the user interface, at least as far as Cadillac’s demo video, embedded above, is concerned. It’s all clean, minimalist illustrations and clear, legible text. The digital buttons or touch points are clearly labeled as well, and as long as the system is as snappy and smooth as it appears to be in the video, there’s plenty to be excited about.
Cadillac’s Lyriq is set to go on sale in late 2022, with a starting price.