What is ‘Ultra Cruise’? GM teases mysterious autonomous technology to investors

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Photo by Amelia Holowaty Krales / The Verge

Last year, General Motors filed a trademark for something called “Ultra Cruise.” The company has never explained what Ultra Cruise is, but it would seem to be a reference to the auto giant’s well-regarded advanced driver assist system, Super Cruise. Today, we got some more details courtesy of GM CEO Mary Barra — but not enough to see the whole picture.

In an earnings call Thursday, Citi Research’s Itay Michaeli asked Barra about Super Cruise, and then a follow-up about how GM “might go to market with the next-generation Ultra Cruise system?”

Barra’s response suggested the new technology would have even more capability than Super Cruise. Or she could be conflating Ultra Cruise with Super Cruise? Honestly, it’s hard to say.

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