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.
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
“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.
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.
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.
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
Typical GM, jump and promote something with no substance. The whole exec team needs to be removed. Constant promises with no delivery. Just like when they said EV’s are the only future, well two years later look, back pedaling and behind the ball now with any type of hybrid technology like competitors. They need to take a page out of BMW’s play book, let’s develop cars that the customer has the option to buy as gas or electric, its the same car body with a gas drivetrain or a battery drivetrain beneath. No need to develop a whole new car for EV. I think more people would buy EV’s if they just looked like other ordinary cars. BMW also has had over the air updates for a while that work.
Cadillac is discontinuing ICE vehicles to early, we had an XT6, we were hoping for an updated version with the Traverse and Acadia update came out but no go. Drove the Lyriq but too small, wasn’t going to get another XT6 that was already 5 yrs outdated in 2022 when we pickup the first one. They left us with no options, long time loyal GM customers, we went to a BMW X5 hybrid love it and will probably never go back, we even get GM discount through family. I wonder how many customers they have lost due to rash decisions. I’m not an auto executive, I am an engineer, but I called it back a few years ago when “BEV’s were the way….”, I said BEV’s will have their place and a portion of market share, but never the full market. We need other technologies, like range extended EV’s, PHEV’s, Hydrogen etc. It’s sad the fact that the GM execs could not see that and threw so many eggs in one basket. The Toyota CEO was ridiculed for saying BEV’s were not the future.
FYI- I’m not against BEV’s, I drive a Hummer EV, I love it, drives awesome and doesn’t look like a round egg driving down the road like most other EV’s. Just would love it to have some type of range extending technology. The charging network is not robust enough yet for travel.