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GM Drops Ultifi Brand For In-Vehicle Software Platform

Originally announced back in November 2020, GM’s Ultifi was described as an end-to-end software platform utilizing over-the-air (OTA) technology to deliver software updates to properly equipped vehicles. However, General Motors has now revealed that it is dropping the brand name altogether.

According to a report from Automotive News, the Detroit-based automaker has dropped the Ultifi name for its in-vehicle software platform in order to avoid “overbranding.” More specifically, a GM spokesperson clarified that while The General will continue to work on vehicles defined by software, it wants to avoid confusing consumers with another brand name, as it already uses OnStar for safety and connectivity services.

Essentially, the software platform itself hasn’t been axed, just the Ultifi brand name.

Photo of GM Ultifi logo.

Moving forward, General Motors is focusing its efforts on ensuring consistency of the quality of its software while making it more intuitive and seamless. In addition, GM’s software team is attempting to identify future revenue opportunities, and determine what customers would be willing to pay for and what they expect from their vehicles.

“I do think we have revenue opportunity as we go forward. We have it right now with OnStar,” GM CEO and Chair Mary Barra remarked. “But we think that there’s going to be room to grow that with the right services and upgrades that the customer says, ‘Yes, this is better than when I bought it, I’m willing to pay for it.’ ”

For background on the Ultifi platform itself, the software is built on the Vehicle Intelligence Platform (VIP) – also known as Global B electric architecture. The hallmark of Global B is the aforementioned OTA capability, which allows vehicles to be remotely updated thanks to the system’s necessary bandwidth, powerful cybersecurity and quick processing power.

Designed in-house by GM engineers, Ultifi was also designed with third-party developers in mind.

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Comments

  1. “I do think we have revenue opportunity as we go forward. We have it right now with OnStar,” GM CEO and Chair Mary Barra remarked.

    Onstar is such a “Revenue Opportunity” that they had to force people into 3 year contracts for it with the purchase of the vehicle. So, will these other opportunities be similar? Go the subscription route for equipment add-ons like heated seats etc? so one can purchase the product and pay to use it each month.

    Reply
  2. And exactly when is this “no longer called Ultifi” OTA capability supposed to actually be functional? I mean, they’ve apparently been working on it for something like four years now, and yet Tesla has been doing it for over a decade already.

    Another Barra empty promise.

    Reply
    1. The Lyriq had the OTA update capability until November of 2033 when GM turned it off because it was not working correctly.

      As of today – June 15 – it is still off requiring owners to take their cars to a dealership for updates.

      Reply
  3. This is so troubling if any CEO thinks of revenue before they could offer any substance or added value – Simply there is NO business here , Sorry gm – This Ultifi or whatever cash grab per APPs reminds me of RIM / Blackberry mentality and we all know who FAST DIED in comparison to Apple & Google’s Android where they offered tons of free productivity apps

    Reply

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