GM opens door for retailers to reach drivers with new in-car 4G service

GENERAL Motors will soon offer retailers another way to reach customers more directly while they are behind the wheel.

GENERAL Motors will soon offer retailers another way to reach customers more directly while they are behind the wheel.

The Detroit car giant, which offers high-speed WiFi in its vehicles, is introducing a new in-car service this year allowing drivers to get coupons from local retailers and make hotel reservations while driving down the road.

Dubbed AtYourService, it will be offered via GM’s OnStar information network.

The service, unveiled at the Consumer Electronics Show in Las Vegas, will be available to GM’s OnStar customers in the US and Canada. OnStar has about six million subscribers in North America.

Rick Ruskin, head of marketing for OnStar’s online consumer initiative, said the new service built upon the 37 million interactions a year OnStar’s advisers have with customers, many of whom are looking for directions.

“These are people looking for places to go,” Mr Ruskin said. “OnStar’s AtYourService starts to tap into what to do when you get there.” The move is part of a push to make cars more of a marketing arena. Carmakers have forged partnerships with many mobile-app makers and tech companies — such as Google and Apple — to expand the range of options for drivers as cars have become more connected.

Such collaborations will be on display this week at CES as carmakers and their Silicon Valley counterparts intensify ­efforts to use vehicles equipped with wireless connections to reach customers during the hours they spend on the road.

Last year, GM became the first US carmaker to offer built-in 4G broadband connections in its ­vehicles on a large scale. The 4G connections, now available on more than 30 models for the 2015 model year through a partnership with AT&T, turn cars into mobile hot spots.

For its newest service, GM says it has signed initial deals with retailers like Dunkin’ Donuts, Priceline.com and Audiobooks.com. The service will also give drivers access to parking information provided by Parkopedia, a website and mobile app that helps users find available spots.

Retailer information won’t be piped directly into the car. Rather, it will be relayed through OnStar’s live advisers when drivers ask for directions or request a service. For instance, if a driver asks for direction to the nearest Dunkin’ Donuts, an adviser will make them aware of any available coupons, sending them via email upon ­request. Online hotel bookings will also be handled by OnStar advisers, using pricing and availability data provided through vendors such as Priceline.com.

GM’s Mr Ruskin declined to provide details or say whether marketers will pay GM to participate in the service.

GM plans to build on AtYourService later this year, allowing marketers to reach out to customers with offers via OnStar’s mobile app. Additionally, GM says it plans to introduce another service this year that will help drivers get discounted insurance rates through car insurer Progressive by enrolling in a 90-day program that uses OnStar to assess driving performance.