Cadillac Super Cruise Advertisement Causes Controversy

Technology / 9 Comments

It's all about the wording.

Fully autonomous driving capability is still not possible and it's important for automakers to make this absolutely clear to consumers. Tesla, for example, has come under scrutiny for its Autopilot system because, as its name implies, leads some drivers to believe the technology can completely assume control of the vehicle. The reality is that it can't and drivers must still watch the road when Autopilot is engaged. Many have learned this the hard way. And now Cadillac's Super Cruise technology is taking some heat.

A web advertisement that went online last week stated the following: "Cadillac Super Cruise - Experience Autonomous Driving", but the problem is, like Autopilot, it does not offer fully autonomous driving, rather hands-free driving assistance.

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The negative response to the ad happened almost immediately and a Cadillac spokesperson informed Automotive News it did not intend to run the ad with the misleading wording. "The ad in question was launched in error and has been removed," the individual confirmed. There's already a replacement headline safety advocates should have no problem with: "Cadillac Super Cruise - The Future Of Driving". The luxury brand is also using the phrase "Hands Free Driving" on its official website.

Cadillac recently confirmed a Super Cruise subscription will cost owners $25 per month, though early adapters of the 2018 Cadillac CT6 will receive an extra one-year free trial.


For those who are already subscribed to other select OnStar and GM Connected Services, Super Cruise can be tacked on for just $15 per month. Owners whose vehicles are Super Cruise compatible but don't want the feature can still benefit from systems like lane-keep assist and adaptive cruise control. They can't enjoy hands-free driving on over 200,000 miles of US highways.

Not long ago, Consumer Reports rated Super Cruise its highest-rated hands-free driving system, beating out Autopilot and other rival automakers' systems. GM aims to have Super Cruise available on 22 of its vehicles by 2023, including the GMC Hummer.

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Source Credits: Automotive News

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