GM North America President Mark Reuss was a long-time BlackBerry user who recently switched to an Apple iPhone. “I was a BlackBerry person, probably for too long”, the executive told a group of reporters and editors (via Automotive News) who function as jurors for the North American Car and Truck of the Year awards, for which the Cadillac ATS is a candidate.
And just like Reuss’ decidedly belated switch to a modern smartphone, Cadillac waited to introduce its CUE infotainment and telematics system. The launch of CUE comes at a time when a plethora of publications have criticized Ford’s MyFord Touch and its Lincoln counterpart, MyLincoln Touch, infotainment systems for a significant amount of bugs while not being very user-friendly.
Interestingly, Ford was the first automaker to introduce a touchscreen-based infotainment system in its vehicles; in doing so, The Blue Oval has run into problems that it has struggled to fix — even though this writer has never experienced a problem with MFT after weeks of use. Predictably, Cadillac’s CUE has also been chastised by critics following real-world testing, of which many of them previously seemed to enjoy the system when at a standstill on an auto showroom floor.
Despite the criticism, GM took its time in developing CUE, aiming to provide a button-free user experience — including a seamless drag-and-drop functionality — that’s on the same level as an Apple iPhone or iPad. Coincidentally, Cadillac includes an iPad with the purchase of the ATS and XTS. According to Reuss, the choice to be different with CUE was a conscious one.
Reuss then went on to reflect that after switching to an iPhone, he picked up his wife’s BlackBerry and noticed a vast difference between the two devices. He believes CUE users will have the same reaction upon using the Cadillac infotainment system versus those offered by competitors. And despite what publications say about it, it will be the real owners of Cadillac vehicles that will reach the ultimate verdict.