Buying a car and driving off the lot isn’t such an easy task anymore. You need to sync up the Bluetooth, turn on the infotainment system for the kids, enable Pandora and figure out how to use the voice-activated system. Oh, and don’t forget to program your GPS, because in all the technological mess you’ve forgotten how to get home.
These days cars are more technologically advanced than the average consumer can handle. In response, The General Motors Co. luxury brand announced mid-May that they will give iPads to all buyers of the 2013 Cadillac XTS sedan, according to the Wall Street Journal.
The move is part of a larger strategy to educate customers about the brand’s new Cadillac User Experience, or CUE, an onboard infotainment system. Customers are trained how to use the multi-function screens, voice activated commands, smartphone links and other onboard technology.
The Cadillac iPads will have app tutorials that users can take home with them to help navigate the technology. The CUE system utilizes features that will be familiar to iPad users; drivers can use pinch or pull hand gestures to zoom in or out on navigation maps, and use the “finger sweep” method to go from page to page.
From a marketing standpoint, the iPads offer that additional “wow” factors to customers. Other brands such as Lexus and Mercedes-Benz have implemented practices to help customers navigate their new car’s features with ease.
Lexus hired dealership “technology specialists” to explain all the technical features of the cars to customers. Mercedes is using 1,300 iPads, training 11,000 retail employees and developing new applications that detail the technology on a customer’s specific vehicle, coded to the vehicle identification number.
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