GM tells consumers hands-free, eyes-on with automated tech Super Cruise

General Motors is launching a consumer education campaign to ensure that consumers understand what its driver-assist technology is and isn't capable of.

"Hands Free, Eyes On," the slogan behind the campaign, tells consumers that they can drive hands-free with Super Cruise while their eyes stay on the road.

GM's system monitors drivers' eyes to ensure full engagement at the wheel. The campaign will start as a website but could expand, spokesman Phil Lienert said.

The automaker wants to emphasize its technology's safety and parameters so that it's not confused with other automated systems in the market, said Andrew Farah, executive director of advanced driver-assistance systems.

GM's Super Cruise and upcoming Ultra Cruise are Level 2 systems, which means a human is responsible for driving, even if the system is sustaining active control of the vehicle.

Other automakers, such as Mercedes-Benz, plan to release Level 3 automated technology, which drives when engaged in a specific area, such as a highway. The human is not considered the driver but must take over when the system requests they do so.

Such technology has led to confusion. Volvo and Audi canceled similar Level 3 systems years ago after struggling through legal, regulatory and safety questions.

Super Cruise debuted on the discontinued Cadillac CT6 in 2017. As of June, GM had nearly 80,000 Super Cruise-equipped vehicles on the road. The automaker plans to launch the technology on 22 nameplates by the end of this year.

GM's campaign is designed to share updates on its automated systems before the automaker launches Ultra Cruise, which will also require an engaged driver but will expand beyond highways. Super Cruise covers more than 400,000 miles of highways across the U.S. and Canada. Ultra Cruise is slated to launch next year and is expected to cover 95 percent of driving scenarios.