GM Marketplace Lets Drivers Order a Latte From the Dashboard
General Motors Co. has launched technology into about 2 million 2017 and 2018 U.S. vehicles that allows owners to order and pay for their favorite Starbucks or Dunkin’ Donuts brew before pulling up to the drive-through window. They can also reserve a table at TGI Fridays while on the go.
GM Marketplace, which the Detroit-based carmaker says is the auto industry’s “first commerce platform for on-demand reservations and purchases of goods and services,” works through the vehicles’ 4G LTE connection.
Drivers or passengers can select the Marketplace icon through the vehicle’s infotainment system to select food, fuel info, and more with just a few swift taps on the screen. A shopping section of Marketplace allows drivers to retrieve discounts for oil changes or GM accessories, which are then emailed to drivers. Wi-Fi data also can be purchased through Marketplace.
“The average American spends 46 minutes per day on the road driving,” Santiago Chamorro, vice president of GM’s Global Connected Customer Experience, said in a statement. “Leveraging connectivity and our unique data capabilities, we have an opportunity to make every trip more productive and give our customers time back.”GM says Marketplace uses machine learning from drivers’ digital relationships with merchants and real-time information such as location, time of day and more, to offer “highly personalized experiences.”
By the end of 2018, GM expects 4 million of its Buick, Cadillac, Chevrolet and GMC vehicles in the U.S. will have Marketplace. The automaker is adding the feature to vehicles through over-the-air updates, a GM spokesman said. Car owners don’t need a vehicle data plan to use Marketplace and GM says the system adheres to distracted driving guidelines.
Other merchants who have signed up for Marketplace so far include:
- Wingstop, where drivers can re-order favorites and pay ahead.
- Shell, which identifies the nearest gas station and soon will give the ability to pay in-dash.
- ExxonMobil, which locates nearby gas stations and can route you.
- Priceline.com, which provides hotel savings.
- Parkopedia, allowing drivers to locate, reserve and pay for parking.
- Applebee’s, helps drivers locate a nearby restaurant and allows ordering featured items and re-ordering favorites.
- IHOP, allowing to search for nearby restaurants and order from your car.
- Delivery.com, allowing online ordering from favorite restaurants, grocery stores and other vendors.
Marketplace is replacing OnStar AtYourService, a program GM announced in early 2015 that offered merchant coupons and deals for select retailers on a driver’s route that were sent to email.