Cadillac will give away an iPad to buyers of its new XTS, the tablet computer loaded with apps designed to complement the new Caddy CUE system.
Buy a car, get a pad. That’s one of the bonuses Cadillac is throwing in with the new XTS flagship sedan it is launching in late spring.
Customers will get a new iPad as part of the deal, the tablet computer loaded with a variety of software features that are, in turn, part of what Cadillac is describing as a network of new support services it hopes will differentiate it from other luxury brands.
The iPad itself will feature a variety of apps, including one that will let buyers “test drive” the new Caddy CUE system. That’s the maker’s new voice-activated infotainment system. CUE uses some of the same basic technology as Apple’s Siri service and is pre-programmed to recognize common speech, rather than the strict command language most other in-car voice systems require a user to learn.
The iPad will also be loaded with OnStar RemoteLink and the MyCadillac app allowing owners to find the nearest dealer, schedule service and repairs online or call for roadside assistance, if necessary.
The new Cadillac XTS
“We’re blending the advanced technology of CUE with the personal touches of a luxury experience,” explains Don Butler, Cadillac’s marketing chief. “We’ve built a thorough approach, enabling customers to give us feedback on the technology as they use it, as well as providing support for dealers and buyers who have questions.”
It’s becoming increasingly difficult to gain a leg up in the luxury market, these days. Features that one maker introduces might show up just months later on another brand. So, industry planners are focusing on customized services to try to offer some differentiation.
Cadillac actually won’t be the first to use the iPad as part of that strategy, however. Hyundai offered the popular tablet computer as part of the deal when it launched the new Equus – which competes in the same premium space as the Caddy XTS – last year. Among other things, it used the iPad to store the vehicle’s owner’s manual.
But the maker found many Equus buyers already had their own pads or smartphones and weren’t that interested in getting the iPad, so it dropped the promotion.
Targeting the likes of the BMW 7-Series, the new XTS is one of two models Cadillac plans to launch in 2012 to help get its momentum back. It will also introduce the new ATS, a 3-Series contender.
The General Motors division is also pushing to expand overseas and last month confirmed plans to build the new XTS in China. During a preview at the 2012 Beijing Motor Show, GM CEO Dan Akerson revealed that Caddy will add a new model every year going forward. That’s a critical step considering it has a relative small line-up of products compared to competitors such as BMW, Mercedes-Benz and Audi.