What is American luxury?
At first thought, one may believe American luxury isn't really a thing. American luxury brands have largely failed to gain traction as true luxury brands outside of the US, such as a Rolls, Louis, Patek, et al. They are mostly seen as outdated and irrelevant to modern tastes. To this we counter—the presence of contemporary, modern American luxury surrounds us globally, and is, frankly, much more impactful today than any other culture's ideas and manifestations of luxury.
American luxury is not about paying exorbitant amounts of money for lineage, ornateness, terroir, or bespokeness. American luxury is designed and engineered. It is approachable and functional. It is iPhones, F-22s, and Air Jordans. It is our universities. It is Disneyworld. It is Warhol, Basquiat, Koons. It is HBO. It is the Black Card. It is purified and distilled innovation manifested through digital and physical matter to create experiences the Old World is simply incapable of creating.
HMI
We begin with the HMI because a brand should be represented by its products—and the dashboard interface is the most important manifestation of Cadillac's design system. It's where drivers spend the most time engaging with the brand, making it the primary touchpoint that defines the entire digital experience.
The driver's cockpit is where American luxury meets American engineering. These dashboard interfaces strip away European excess in favor of intuitive functionality—clean typography, purposeful information architecture, and seamless interaction design that enhances rather than distracts from the driving experience. Like the best American design, it's sophisticated through simplicity.
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