In addition to transitioning to all-electric powertrains across its light-duty vehicle lineup by 2035, GM is taking a tech-centric approach to its products in other areas as well, with features like GM Super Cruise semi-autonomous driver assist and various safety systems touted front and center. Critically, the OnStar brand will be a major component of GM’s tech offerings. Now, GM is launching a new advertising campaign that highlights what’s on offer, as seen in the following brief video.
Clocking in at just 45 seconds, the video is titled “The Future is Better with OnStar,” and opens with an OnStar-branded spaceship orbiting Earth. Inside the spaceship, we see a futuristic command center, where an OnStar employee hits a button that says “Initiate Super Cruise.” We then see a blue beam shoot down to a Cadillac Lyriq, where the driver is delighted to find that she can remove her hands from the steering wheel while Super Cruise pilots the luxury crossover down the road.
Next, the blue beam sends some video to a set of rear-facing screens in order to entertain a few younger, rear-seated passengers. Next, we see a Buick Envision driving down a rain-sodden road, its passengers looking a bit nervous. The blue beam connects to the Envision’s infotainment center to provide a safer route. Finally, we see a Chevy Blazer EV passenger receive a notification on their smartphone letting them know that their vehicle is now fully charged.
The video ends with OnStar’s new tagline – “Better Never Stops.” The new ad campaign is the first as GM rolls out a new look, a new design, and new messaging for OnStar, all of which ties into GM’s all-electric strategy.
Critically, GM is now developing its new Ultifi software platform to offer a variety of connectivity features and apps to customers. GM says it expects new software and subscription services to generate somewhere between $20 billion to $25 billion by 2030.