“We want to be the leader in customer experience.”
These were the words of Mark Harland, Cadillac’s head of customer experience. And to make sure that the highest performance is achieved, Cadillac decided to provide the owners of its future 2013 XTS model with an iPad. This is where luxury meets innovation in a powerful bond.
The iPad will help owners to familiarize and get comfortable with their Cadillac XTS features and with the CUE – “Cadillac User Experience” system. The iPad will integrate the OnStar RemoteLink, MyCadillac and an app that simulates the CUE user experience. CUE is an in-car dashboard electronics system with a touch screen that has a swipe navigable menu.
Thus, the iPad is the main tool that helps the achievement of a genuine user experience. It is a new strategy adopted by General Motors, as Harland admitted in an interview with Wired: “We always said that the customer is important, but there was no real strategy.”