General Motors Launches Marketplace for Shopping in Your Car

General Motors has made it possible to go shopping from the infotainment system of your vehicle, while out and about. The Detroit based automaker is launching an update for model year 2017 and later models, which all vehicles will receive even if the owner does not hold a paid in-car data subscription for Wi-Fi, which adds the “marketplace” feature that is a new form of commerce platform.

Marketplace has already been rolled out to Buick, Chevrolet, Cadillac and GMC vehicles, and offers several options for possible purchase through partners including Wingstop, Dunkin’ Donuts, ExxonMobil, Shell, Applebee’s as well as others.

GM placed it focus initially on gas stations and retailers because the two stand to have more impact in terms of making the drive of a car owner easier.

Marketplace also allows users to make restaurant reservations with TGI Fridays one of the restaurants, and you can reserve a parking spot prior to arrival and pay for the time.

And the purchasing process of Marketplace located on the dash is intended to be used while actually driving, with it intended to keep distraction to a minimum so drivers can maintain their focus on the road.

Distracted driving remains important for carmakers, especially due to the increased number of traffic fatalities due to human error, and the NHTSA has been clear in how a large portion is due to usage of mobile devices, which contributes the most to distracted driving.

GM designed the experience of Marketplace to be simple to navigate while safely driving on the road, partly with the hope people would use it to their advantage rather than attempting to do the same thing with their smartphone.

That explains as well the choice it made for launch partners. The carmaker wanted businesses that were useful when driving, with the focus placed on things that are regular during the course of a driver’s commute.

Starbucks will join in 2018, in addition to others. GM is making it possible to purchase upgrades, accessories as well as care for your vehicle.

Another way that GM is making the shopping experience in-car more convenient is via machine learning to help identify what you most likely are going to buy and when.

Therefore, if you are routinely doing something that involves buying coffee while driving to work, you will receive a suggestion to buy one based upon signals such as time, location, merchant preference and more.

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