GM’s OnStar unveils new brand identity, expands services as company ushers in new era of safety

Detroit, United States – General Motors’ OnStar announced a new brand identity, ushering in the next generation of what safety and security means to its members and the community. As the world continues to shift, the need for safety changes with it. And as a provider in safety for more than 25 years, OnStar is once again innovating to make sure safety is accessible for all.

As part of this next chapter, OnStar is launching a modern, simpler design that represents its commitment to elevating the standards of safety and security, both inside and outside the vehicle. Now, OnStar continues to expand its safety services – to motorcycle riders and into the home through Amazon Alexa integration.

OnStar Guardian is expanding access today for motorcycle riders, providing them 24/7 access to emergency advisors and tailored roadside assistance. This service is available to all OnStar guardian members in the U.S. and Canada. For motorcycle riders, the app can:

  • Use smartphone sensors to detect when a member is riding or driving and can determine when a change in acceleration occurs, signaling a crash. 
  • Notify an OnStar emergency advisor, who can triage a situation, contact first responders and provide medical assistance until help arrives.
  • Provide roadside assistance for members who own motorcycles, including help when they need gas, a jump or a tow.

“OnStar’s new identity and logo kicks off a new era for the brand and how we are innovating to make our promise of safety and security available to more people,” says Jeff Massimilla, vice president of OnStar safety and connectivity at GM. “These latest expansions, as well as our work with the public safety community to advance new technologies, illustrate how GM is delivering on its promise to becoming a software innovator and building on our subscription services expertise.”

Last year, OnStar and Amazon piloted a new feature for select Members, OnStar Guardian skill for Amazon Alexa to integrate safety services directly into the home. The emergency response capability provides a direct voice connection to an OnStar emergency certified advisor through a compatible Alexa-enabled device in scenarios where members need to call for help hands free and time is of the essence.

Today, OnStar guardian skill for Amazon Alexa is available to all guardian members in the U.S. with a compatible Alexa-enabled device. Guardian skill benefits include:

  • Members can instantly reach OnStar emergency certified advisors, hands-free by saying, “Alexa, call for help.”
  • Ongoing expansion of services to GM and non-GM customers at home.
  • Impeccable timing and assistance during in-home emergencies.

In 2021, OnStar made the OnStar Guardian app available to anyone with a compatible smartphone in the U.S. and Canada. This means members can take the promise and protection of OnStar wherever they go.

Anyone can download OnStar guardian and sign up for the service today through the Apple App Store and Google Play. For those without a GM vehicle, a standalone subscription is available to anyone in the U.S. and Canada. OnStar guardian is currently available to OnStar members in the U.S. and Canada who are enrolled in a safety & security plan. More information can be found at Onstar.

Additionally, through its work with startups like RapidDeploy OnStar is also actively supporting next generation 911 and new technologies, giving an added layer of customer protection. The diversification of GM products, such as the OnStar Guardian mobile app, adds opportunities to support everyone and their safety needs.

OnStar is here to help in familiar ways and new ones, and while they offer a wide array of services, while innovating to develop new products, there is a single driving force behind each: the belief that everyone deserves to be safe. OnStar aims to create new ways to make sure that’s a reality.

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