Calling all gamers, tech geeks, and software savvy enthusiasts! There is a collaboration effort happening that many say could be the new automotive landscape of the future. Tech-based video game and movie special effects designers are joining forces with Cadillac to create truly interactive and intuitive interfaces for use in one of its upcoming new cars. The Cadillac Lyriq, Cadillac’s luxury EV introduction, may feel a lot more like “Cyberpunk 2077” from behind the wheel than a traditional vehicle. And critics and consumers alike are thrilled to see more.
Cadillac teams up with gaming designers
Cadillac’s design team is bringing in some technical help. Territory Studio and Rightpoint have both been hired by the General Motors luxury arm to help bring a more intuitive design approach to the new 2023 Cadillac Lyriq’s interior displays, according to Car and Driver. The Cadillac EV is already turning heads for its revolutionary looks and style.
But now, the 33-inch LED display is going to have more of a video game, interactive feel, authentically connecting the driver to the vehicle in a new and engaging way. Cadillac plans to unveil the official design plans at the virtual CES 2021 tech event, scheduled in Las Vegas this month.
Previous projects that led to the collaboration effort
Territory Studio may not be a name you recognize directly. But this company is behind the digital motion design of some of Hollywood’s most popular movies, including Guardians of the Galaxy, The Martian, and Ready Player One.
This is also the same team of highly respected geeks who were party to the creation of video games like Forza Motorsport 6, Cyberpunk 2077, and Need for Speed Heat. And this isn’t the first automotive collaboration for the Territory Studio designers. They have also worked with Ford for the Mustang Mach-E launch video and did some advertising design work for Toyota.
The Cadillac Lyriq has ‘Cyberpunk 2077’ inspired interior tech
Interior infotainment is transitioning beyond hard plastic knobs and archaic, two-tone, and one-dimensional digital displays. Tomorrow’s cars, more specifically the Cadillac Lyriq, will boast massive screens, with enhanced immersive controls and a curved 33-inch LED screen. The new systems will run faster and incorporate the hands-free driver assistance features, as well.
Much like navigating through quests in Cyberpunk 2077, drivers will feel totally connected to their Lyriq EV. Driving your car might soon begin to feel more like playing a video game.
This may be a trend for car designs of tomorrow
Part of this collaboration includes a company called Rightpoint. The Rightpoint team offers consultative services in a way that brings partnerships across industries, like gaming and automotive. Considering the intuitive nature of tomorrow’s cars, with smart technology and semi-automatic driving features, it only makes sense that the titans of gaming digital design become more involved.
Display screens are expected to get larger. Safety and entertainment options will only be getting smarter. And the best way to connect those technologies with a driver behind the wheel is by partnering with a design company that knows a thing or two about creating revolutionary virtual experiences.
The Cadillac Lyriq is promising Tesla-like technology and range. And the upscale electric crossover is slated to make its official debut late next year or early 2023. MotorTrend shared statements from the president of General Motors North America, indicating the Lyriq will start with a base MSRP of less than $60,000. That kind of price range could make the Cadillac Lyriq a car that’s more affordable than some of the other vehicles you can buy. Now the suspense grows even more, knowing that the interior display design will be as interactive and intuitive as some of the world’s most popular video games.