Cadillac Pulls A Page From Hyundai’s Playbook

Cadillac's CUE iPad app. Image: © GM Corp.

When Hyundai launched its upscale Equus sedan in the United States, it did so with an innovative marketing move: rather than include a paper version of the owners manual, it loaded the full document onto an Apple iPad, which was included with the purchase of the car. That lasted exactly one model year, and Equus models now come with an abbreviated owners manual and a a DVD packed with the full version.

To mark the launch of its CUE (Cadillac User Experience) infotainment system in the upcoming Cadillac XTS, the luxury automaker is doing something very similar. XTS buyers will get a free iPad, but it won’t come loaded with just the car’s owner’s manual. Instead, it will contain an app that mirrors the CUE interface, allowing XTS buyers to learn the system when and where they choose.

The iPad will also contain the MyCadillac app, which allows owners to locate a dealer, schedule service, read the owners manual, get reminders on parking or summon roadside assistance, and the OnStar RemoteLink app, which allows remote locking and unlocking of doors and displays the status of various vehicle systems.

We think this is a smart move on behalf of Cadillac, since infotainment systems can be challenging for some customers to learn (just ask Ford and Lincoln). To ensure this isn’t a problem with CUE, Cadillac is also deploying 25 Connected Customer Experts across the United States to provide a training resource for dealers and customers. It’s even added CUE experts to its customer service center in Austin, Texas, ensuring that questions on specific smartphones and CUE features are answered quickly and accurately.

Just in case that’s not enough, every new XTS and ATS buyer will receive a welcome call from Cadillac, giving buyers a personal contact should questions arise.