General Motors (GM), the company behind car brands like Chevrolet, Cadillac, and Buick, is introducing a commerce platform to its newer vehicles, meaning drivers can purchase goods and services while at the wheel.
The in-dash technology, called ‘Marketplace’, will enable customers to order food, make dinner reservations, find the closest gas station, and more through their in-vehicle touchscreen. It will also feature a ‘shop’ section for offers dedicated to specific GM vehicles.
Marketplace, which leverages 4G LTE connectivity, will be added to ‘millions of existing 2017 and 2018 model-year’ vehicles from across GM’s Chevrolet, Buick, GMC, and Cadillac brands. It will not require a separate data plan.
“The average American spends 46 minutes per day on the road driving. Leveraging connectivity and our unique data capabilities, we have an opportunity to make every trip more productive and give our customers time back,” said Santiago Chamorro, vice president for global connected customer experience at GM. “Marketplace is the first of a suite of new personalisation features that we will roll out over the next 12 to 18 months to nearly 4m US drivers.”
GM says the commerce platform has been designed to be used while driving, and uses minimal manual interaction to ensure safety. It will use machine learning from real-time data to provide personalised experiences.
The first brands available at launch of Marketplace will include Starbucks, Dunkin’ Donuts, Wingstop, TGI Fridays, Shell, ExxonMobil, Priceline, Parkopedia, Applebee’s, IHop, and Delivery.com.