General Motors bets on driver assistance tech for future profits

Due to its struggling robotaxi venture, General Motors is doubling down on driver assistance technology with its Super Cruise system. Designed to rival Tesla’s Autopilot, the hands-free driving feature is set to become a key revenue driver for GM in the coming years.
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General Motors is pivoting towards its advanced driver assistance system, Super Cruise, after shutting down its loss-making robotaxi business. The technology, similar to Tesla’s Autopilot, enables hands-free driving and is now available on around 20 high-end models, including Cadillacs and large SUVs. GM expects the system to generate $2 billion in annual revenue within five years.

Unlike traditional car sales, Super Cruise provides an ongoing revenue stream through subscriptions. Customers receive three years of free access before being charged $25 per month or $250 per year. The technology relies on a sophisticated combination of cameras, radar, and driver-monitoring sensors to ensure safety, offering a more robust system than Tesla’s.

Despite this push into software-driven revenue, GM’s stock has yet to see the kind of growth Tesla enjoys. Investors remain cautious, especially amid concerns over potential tariffs on Canada and Mexico. However, CEO Mary Barra remains optimistic, aiming to double the number of Super Cruise-enabled vehicles in 2025 and significantly increase subscription renewals.