Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
GM Korea launches Super Cruise hands-free driver assistance
GM Korea's hands-free Super Cruise driver assistance is operated in a Cadillac vehicle in this promotional image. Courtesy of GM Korea
By Lee Min-hyung
Carmaker invests $7.12 mil. in servers, mapping to support advanced driving system
General Motors (GM) Korea has launched its much-hyped Super Cruise hands-free driver assistance system, investing 10 billion won ($7.12 million) to create a high-definition map of the nation’s roads, the carmaker said Wednesday.
Korea becomes the automaker’s third market to introduce the advanced system, following North America and China. Super Cruise has been adapted to cover some 23,000 kilometers of expressways and major roads in Korea, according to the company.
The carmaker’s first vehicle equipped with the system will be an upcoming Cadillac model, scheduled to make its debut in the fourth quarter of this year.
“Starting from the Cadillac vehicle this year, GM Korea will expand the lineup of vehicles with Super Cruise,” Yoon Myong-ok, chief marketing officer at GM Korea, told reporters during a press conference in Seoul.
This raises hopes for GM Korea to sell more Super Cruise-powered vehicles in its diverse auto brands, including Chevrolet.
Super Cruise requires drivers’ constant attention to the road with its Eyes On system. This was designed to ensure the safety of drivers, making them keep their eyes forward on the road.
Drivers are still responsible for any crashes on the road, but the carmaker said Super Cruise will dramatically reduce the possibility of accidents, as it reduces driver fatigue during long trips.
Chae Myung-shin, a director of GM Korea's digital business team, speaks during a press conference in Seoul, Wednesday. Courtesy of GM Korea
GM Korea will also operate its dedicated map over-the-air server in Korea to offer regular software and map updates in line with the latest road information.
The company also stressed the importance of the Korean market amid its unceasing rumors of a possible withdrawal, after the United States in April started imposing a 25 percent tariff on vehicles imported from Korea. GM Korea still relies on exports of its vehicles to the world’s largest economy.
However, the company reiterated its commitment to the local market with the launch of the latest system.
“Super Cruise underscores the strategic importance of Korea as a market, backed by more than 10 billion won in direct local investment,” said Chae Myung-shin, a director of the carmaker’s digital business team. “Super Cruise sets a new benchmark for advanced driver assistance systems and delivers an innovative driving experience to customers.”
The system also features the automatic lane change and driver monitoring system (DMS). The DMS tracks driver attention and provides visual and audio alerts. When necessary, it also intervenes with vehicle control to ensure driver safety.