GM Owners Will Be Able To Order Lattes, Purchase Wifi Data From Behind Wheel

General Motors is introducing Marketplace, a commerce platform for vehicle owners to purchase goods and services right from their vehicle. The service will allow drivers to make dinner reservations and find gas stations, which isn't unusual, but it can also place orders for food at restaurants and coffee shops. The service is already rolling out to eligible Chevrolet, Buick, GMC, and Cadillac vehicles.

“For most retailers and consumer brands the daily commute is the only time not accessible in a consumers’ day,” says Santiago Chamorro, vice president for Global Connected Customer Experience at GM. “Marketplace gives merchants the ability to more safely engage with drivers and passengers in a meaningful way that provides true value for our customers."

Beyond placing orders for a non-fat, no-whip hazelnut latte at Starbucks, the service also features a “Shop” section dedicated to GM. Owners can purchase wifi data, access discounts on oil changes, and score deals on GM accessories. This is possible through machine learning of real-time data such as location, time of day, and the driver’s established digital relationship with the brand. In other words, it's personalized advertising on the go.

Brands accessible through Marketplace include Starbucks, Applebee’s, Dunkin’ Donuts, Shell, ExxonMobil, Priceline.com, IHOP, and much more. Beyond placing orders, customers can pay onscreen, too. Of course, smartphones have similar access.

“Marketplace is the first of a suite of new personalization features that we will roll out over the next 12 to 18 months to nearly four million U.S. drivers,” Chamorro added.