GM will launch improved OnStar
General Motors Co. is overhauling its OnStar brand to make it more appealing to younger, more tech-savvy buyers, and to take on crosstown rival Ford Motor Co.'s popular Sync system.
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Source: GM will launch improved OnStar
Quote from the article:
| GM will highlight these changes in a nationwide advertising campaign set to launch Monday. OnStar, with 5.5-million subscribers, has built a reputation for safety and vehicle theft protection but GM officials want to expand it to include more information and entertainment options.
The new ads will feature OnStar's new tagline, "LiveOn," and TV commercials will show drivers using various aspects of OnStar -- such as its turn-by-turn directions and mobile apps -- with music by indie rock band "Modest Mouse." "As we re-launch the brand, we wanted to stretch the definition of what OnStar means because it's going to do more things," said OnStar President Chris Preuss. The move comes as competition heats up among automakers trying to outdo each other on their in-car tech offerings. Once a leader in this area, GM has since lost ground to rival automakers who've done a better job meshing the technology with music and other entertainment. GM debuted OnStar in 1995. "I got to give props to the guys down in Dearborn," Preuss said, referring to Ford Motor Co.'s Sync system. "If they've done anything effectively with the power of Sync, it's not so much on the technology as it's been translating that technology to the customers' benefit." |
Source: GM will launch improved OnStar
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