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GM Introduces Super Cruise, Its New Self-Driving Technology

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General Motors (GM - Free Report) demonstrated the new Super Cruise hands-free driving system in a Cadillac CT6 live on CNBC this morning. This new feature challenges Tesla’s (TSLA - Free Report) self-driving technology introduced two years ago.

Super Cruise allows the driver to operate the vehicle hands-free. The driver can also remove their feet off the petals. At the moment, it can only be used on the highway and does not make any lane changes for the driver.

A camera on the steering wheel watches the driver’s eye to make sure they’re paying attention to the road. If the system notices a lack of attention because the driver is doing something else, like texting or surfing the web, the system alerts the driver to take control of the car.

First, the steering wheel flashes. Then, the steering wheel flashes red while the system plays an audio warning.If all warnings are ignored, Super Cruise will turn on the car’s hazard lights and slow the car, bringing it to a stop. An OnStar operator will then reach out to the driver.

“This takes driving to a whole new level,” said Robb Biolio, one of the lead engineers for self-driving technology at General Motors. “Super Cruise lets you do other things, like make phone calls but it’s not tedious or stressful. And on top of that, it enhances your safety when you are driving.”

General Motor’s Super Cruise challenges the Autopilot technology introduced by Tesla two years ago. While Tesla does not include a camera in the steering wheel, Autopilot can be engaged while off the highway and driving in the city. It can also automatically make lane changes if the driver signals a lane change, using sensors of the car to check if the lane is free.

GM executives expect Super Cruise to encourage luxury car buyers to consider Cadillac when purchasing a new car, passing up the opportunity to buy a Mercedes, BMW, or Lexus.

Super Cruise will be offered on Cadillac CT6 models starting this fall as a $2.5k add-on.

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