Cadillac offers a preview of the 33-inch screen of the Lyric EV

GM

But to create such innovative technology, Cadillac had to look beyond the auto industry. The company announced Thursday that it is working with Territory Studio and Rightpoint to “help reinvent the user interface,” according to a press release.

Territory Studio will focus more on narrative design, creating the use and feel of the screen user interface. “Our deep expertise in real-time 2D and 3D graphics enables seamless access to all on-board technologies in a safe and accurate manner,” said Marti Romances, co-founder of Territory Studios, in a statement, “transforming the on-board experience into the connectivity becomes a central part of the experience. “

On the other side, Rightpoint will focus more on UI design and functionality. “It all started with a simple question: why can’t things work better,” asked Gabriel Bridger, Executive Creative Director of Rightpoint. “With this as our mantra, we have created an experience that is both intuitive and entirely new.”

The Lyriq won’t arrive in dealerships until 2023, but you can review its bonkers infotainment display on January 12 at CES 2021.