The user interfaces of modern infotainment systems can be difficult for the average consumer to understand and embrace. Ford learned this lesson the hard way when it launched the MyFord Touch
and MyLincoln Touch infotainment systems to a flood of criticism and negative feedback.
Cadillac doesn’t want to make the same mistake with the launch of the CUE (Cadillac User Experience) system
on the upcoming XTS
and ATS sedans
, and it’s going to great lengths to ensure that consumers get adequate training on the system.
XTS buyers will even get an Apple iPad, preloaded with the CUE app, the MyCadillac app and the OnStar Remotelink app. Of these, the CUE app is perhaps the most innovative: by simulating the screen and functions of the CUE system, users can learn the interface whenever and wherever they choose, on a device that functions exactly like the CUE’s touchscreen.
The MyCadillac app will allow XTS buyers to find a local dealer, schedule a service appointment, view the owner’s manual for their vehicle, keep track of parking and even call for roadside assistance, while the OnStar app allows remote locking and unlocking and displays real-time data on vehicle status and systems.
Cadillac isn’t stopping with the iPad rollout, either. To ensure the highest level of customer satisfaction, it’s trained 25 Connected Customer Experts, and will be sending them out across the United States to support the launch of CUE. Each Cadillac dealership will also have a “technology expert” trained in the CUE interface.
Even Cadillac’s customer service call center in Austin, Texas, will be staffed with advisors who understand mobile devices and infotainment systems, ensuring that knowledgeable help is just a phone call away.
While these steps are impressive enough and show that Cadillac has done everything possible to ensure a successful CUE launch, perhaps the most defining point is this: each XTS and ATS buyer will get a welcome call, giving them a personal contact for questions or feedback.
Will that amount to more hype than substance? Perhaps, but we can’t think of a better way for Cadillac to demonstrate its intent to be a serious player in the luxury market.