Cadillac: It's time to let go

Cadillac, the car manufacturer, introduced the enhanced version of its Super Cruise technology in the US.
It's time to let go of the actual wheel

The world is moving toward autonomous vehicles and the competition was earning the bulk of the narrative. We had to act. Cadillac was rolling out the enhanced version of Super Cruise, the most extensive update to the hands-free technology since its introduction.

What we knew

85% of people who tried Super Cruise said they wanted it in their next vehicle.

The challenge:

Get a luxury buyer comfortable driving hands-free. That's asking for a lot of trust in a technology they've never tried.

The Plan

Our strategy was to showcase some...

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Insights Team
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