New GM campaign to educate customers on advanced driver-assistance systems, Super Cruise28 Jul 2023 09:13
General Motors Co. has launched a new campaign dedicated to educating consumers on the capabilities and safety of advanced driver assistance systems and hands-free features like Super Cruise.
"Autonomy," "assisted driving," "full self-driving," "Level 2" — the advent of vehicles increasingly able to perform more driving functions has created a new lexicon — and confusion among customers. For example, Tesla's website states even its full self-driving feature requires active driver supervision and doesn't make the vehicle autonomous.
"Frankly, we all use different words," said Andrew Farah, GM's executive director of ADAS. "And that's OK. That's part of marketing, but we want to make sure that at General Motors, we're very clear on what our systems can do and what they're capable of."
To help straighten out those complexities, GM's "Hands-Free, Eyes On" campaign includes a website and social media posts to provide consumers with helpful information on the technologies it offers that all require the driver's constant attention to the road versus fully autonomous technology that doesn't require driver intervention. The campaign could be scaled to include more in the future.
A more sophisticated Level 2 Ultra Cruise system that includes additional sensors and better mapping is in development. It will first be available on the $300,000-plus Cadillac Celestiq, with drivers able to use the technology on an expected 95% of road conditions; roundabouts remain a challenge, Farah said. He didn't provide a timeline for when that system will launch, saying it will be deployed only when it can be done so safely.
https://eu.detroitnews.com/story/business/autos/general-motors/2023/07/27/gm-campaign-educate-customers-autonomy-super-cruise/70480458007/