NEW YORK— General Motors (GM) unveiled a significant new technology initiative on Wednesday, highlighted by plans to offer an “eyes-off” driving experience and conversational AI, as the 100-year-old automaker attempts to catch up with rivals in the race for self-driving dominance.
Photo provided by General Motors.
The core announcement was a new “eyes-off” driving technology that GM promises will be available starting in 2028. The company is targeting an initial release of its Cadillac Escalade IQ SUV in three years.
GM CEO Mary Barra painted a picture of the future enabled by the technology: “Imagine you step into your vehicle, you push a button, and it drives you to the office. You catch up on work, send emails, or watch an episode of your favorite show… The car drops you off… then it goes to get your dry cleaning, take out for dinner, and it comes back in time so you can drive your kids to their soccer game.”
While that fully autonomous vision is years away, the “eyes-off” feature will allow passengers the freedom to watch a movie or catch up on work while on the go.
The initiative includes introducing conversational AI technology into vehicles starting next year. This focus on immersive tech reflects a strategic shift for GM, which is attempting to reinvent itself as a technology-first company to compete in a rapidly changing industry.
Todd Plitt for General Motors
GM’s leadership team emphasized this new direction at the event. CEO Mary Barra and President Mark Reuss (both GM veterans from the 1980s) were joined by Chief Product Officer Sterling Anderson, who started six months ago after previously working at Tesla, and SVP of Software Engineering Dave Richardson, a former Apple employee.
GM faces stiff competition from companies like Stellantis, Tesla, and Waymo, which already have driverless or hands-free cars on the road, with some, like Stellantis, Mercedes, and Volkswagen, also offering conversational AI capabilities.
Furthermore, GM is battling financial headwinds, expecting a $1.6 billion hit to its electric vehicle (EV) business this year due to government policy changes and the termination of consumer EV tax credits. The automaker has struggled to attract consumers despite pouring tens of billions into its EV fleets.
Despite the ground to make up, GM executives remain confident.
GM President Mark Reuss addressed the growing threat posed by Chinese companies like BYD and Zeekr, which are rapidly gaining market share abroad. While U.S. tariffs currently keep them out of the U.S. market, Reuss stressed that GM must be the best to compete.
