GettyImages/Peera SathawirawongCar and Driver
- Cadillac’s design team hired tech companies Territory Studio and Rightpoint to create the user interface found on the 2023 Cadillac Lyriq’s 33-inch OLED display.
- Territory Studio’s other project include movies like Ready Player One, Guardians of the Galaxy, The Martian, as well as several video games and other automotive advertisement.
- The electric Cadillac Lyriq is expected to go into production in late 2022, and its design direction will be shown at the virtual CES technology show on January 12.
Who turns all the ones and zeros behind the computing power in new-car infotainment and driver information screens? Nerds, of course. In the case of the upcoming 2023 Cadillac Lyriq luxury EV, it’s the same team of smarty pants who created the design for interfaces in video games like Cyberpunk 2077, Forza Motorsport 6, and Need for Speed Heat.
Cadillac will feature its plans for revolutionizing its future in-vehicle user experience at this week’s virtual CES 2021 tech event in Las Vegas. They’ve hired digital design company Territory Studio to help shape and market a new interface on its upcoming battery-operated luxury SUV.
Territory Studio specializes in digital motion design and visual effects for a variety of stuff you’ve seen, but probably assumed robots created. They’ve made high-tech interfaces for sci-fi films like the 400-screen NASA control room from The Martian, or the transparent flight controls and radar for the spaceships in Guardians of the Galaxy. They’ve also worked with other automakers to create special effects like the digital blue pony used during the Ford Mustang Mach-E launch video, as well as advertising for Toyota. These displays are bright, high-contrast, dynamic pieces of art, and soon, these systems will be inside many future vehicles.
Territory Studios
Cyberpunk 2077
Rightpoint is a consultant company that focuses heavily on technology and creative ideas to form partnerships like that of Cadillac and Territory Studio. Think of Rightpoint as Cupid, but they marry engineering with art, which works well for an industry that’s increasingly swapping out ugly plastic buttons inside cars in favor of tablets bigger than the average computer monitor. Display screens in new cars hold more information than ever, providing what seems like endless layers of vehicle information, status of active safety features, and navigation with live traffic data alongside entertainment and weather info. It’s all there, and Rightpoint and Territory Studio hope to build a sensible driver experience without sacrificing style.
The Martian/20th Century Studios
The Martian/20th Century Studios
The Lyriq is Cadillac’s first step into the luxury-SUV electric vehicle segment, so it’s no surprise they’ve hired a team that helped introduce Cyberpunk 2077′s Night City to design the user interface for driver and infotainment controls. Fitting in a vehicle that boasts an enormous 33-inch curved OLED display. These new systems are designed to react quicker than ever as processing power for touchscreens increase, and make the in other cars feel like operating Windows 95. It’s also where the enhanced version of Cadillac’s Super Cruise hands-free driver assistance feature will be implemented.
The line between video games and automobiles seems to shrink every year. Remember the 2011 Jeep Wrangler Call of Duty: Black Ops Edition? Video-game publisher Activision featured Jeep’s Wrangler inside its military first-person shooter while Jeep sold a Call of Duty-badged Rubicon. And they did it again in 2012 for Call of Duty: Modern Warfare 3.
The 1000-hp GMC Hummer EV is a more recent example of a similar dependence on a partnership of digital design and engineering. The highly-detailed rendered animations during drive mode selection uses the Unreal Engine framework, as well as the rest of the software. It’s the same tech used to create the massively popular survival shooter Fortnite. Ask your kids about it, they’ll show you the dance over and over. Forever.
The Lyriq is expected to go into production in late 2022 with a promised range of over 300 miles using GM’s new Ultium battery architecture. GM president Steve Carlisle said it would need to be priced competitively against other luxury SUVs to succeed. If the company can shrink the starting price below $60,000, it could become eligible for big tax incentives from California and New York, making it a major player in America’s hottest EV markets.
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