Late last week, GM launched a new “Hands Free, Eyes On” advertising campaign.

The challenge is to inform consumers about the Tremendous Cruise driver-assistance technology included in current and next Cadillac, Chevrolet, GMC, and Buick vehicles.

GM wants to make it very clear that even while the technology allows drivers to ride without holding the steering wheel, they still need to keep their eyes where they belong, which is on the road.


Common Motors has launched a new campaign to inform prospective customers and buyers of its vehicles on the fundamental principles of operation of its most modern driver-assistance technologies. Simple but effective: “Palms Free, Eyes On.” All four of its brands—Cadillac, Chevrolet, GMC, and Buick—are introducing updated versions of the Tremendous Cruise system.

GM worries that the general public and its customers may never fully understand the various autonomous driver assistance systems (ADAS). According to the campaign, its objectives are to “avoid concern and confusion” and “stimulate client self confidence” in the benefits of ADAS procedures generally. Only “information” covering “totally free educational assets and best practises” will be included in the campaign, and it will be disseminated via “GM social channels” and the company’s website. In order to educate the staff at the independent dealerships that sell its vehicles, GM also plans to hold training sessions.

The issue is that one specific automaker, Tesla, has received a lot of attention for its so-called Full Self-Driving and Autopilot technologies. When brand awareness is increased, the attention has been excellent; yet, when a possible technique is linked (whether correctly or incorrectly) in a major crash, it has been subpar. The Washington Post revealed very recently that at least 736 crashes employing Autopilot had been reported to NHTSA, resulting in 17 fatalities and five serious injuries. (GM staffers declined to name any further automakers, but the connotation is extremely clear.)

In the Complete Self-Driving Engineering scenario, Tesla has now made its beta programme available to tens of thousands of drivers. Before allowing them to download the software, the company asserts that it evaluated the driving habits of those beta testers using data uploaded to its servers. Many YouTube videos show the experiences—both positive and negative—of drivers in Teslas that are using the beta version of Whole Self-Driving. The cost of that service is now $15,000, and there is no estimated delivery date for a finished or non-beta version.

More than any other maker’s vehicles using adaptive cruise control and active lane control, Teslas may have driven many billions of miles on Autopilot. In part, this is because the business enabled the earliest version of the feature eight years ago, in October 2015. As of the beginning of June, according to GM, 77 million miles had been logged utilising Super Cruise. In its letter to shareholders for the first quarter of 2023, Tesla stated that the vehicles had logged more than 150 million miles using the more advanced Comprehensive Self-Driving system. Be advised that both of Tesla’s current products require users to keep their hands on the wheel.

Both programmes, according to Tesla, “are created to grow to be much more capable over time,” but the options they currently support “do not make the car autonomous.” Videos of risk-taking drivers who install deception equipment on Tesla steering wheels to trick the car into thinking their hands are on the wheel—and in one infamous case, using while seated in the backseat even though the vehicle “drove by itself”—have received a lot of attention and are probably enough to make lawyers shudder. (As Tesla has no media contact information, Automobile and Driver is unable to contact the company for comment.)

The main message of GM’s new advertising campaign is that, unlike Autopilot and Total Self-Driving, Tremendous Cruise and its upcoming Extremely Cruise variant enable hands-free operation. Drivers can take their hands off the wheel as the car centres itself in its lane and can even mechanically change lanes to pass slower moving vehicles. However, GM’s units still advise the motorist to pay attention to the road. To guarantee continued front-dealing with eyesight for the duration that the programme is active, they deploy eye-monitoring cameras. The inside-experiencing cameras in some of Tesla’s EVs are not currently used for that purpose.

Even while adaptive cruise control with active lane control is already common in a large number of the newest new automobiles, the majority still require the driver to keep their hands on the wheel since they constantly monitor tiny steering inputs to make sure this is still the case. The only reliable and secure method of ensuring continued driver awareness while hands are off the wheel is widely acknowledged to be eye tracking cameras, but they are also much more expensive to maintain and require more sophisticated software. Tremendous Cruise passed our test; it wasn’t impossible to misunderstand, but it was far more difficult than most other systems.

General public awareness of the differences between “automatic” and “autonomous” driving and “Autopilot” is limited, according to text topic and GM. The message of “Hands Free, Eyes On” will therefore get straight to the point: The car can drive by itself on a wider range of roadways, but you usually need to be prepared to regain control in a matter of seconds. (And we’ll see to it that you stay that way.)