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GM is getting rid of ‘Ultra Cruise’ branding as it reevaluates its ADAS program

GM logo illustration
Illustration by Alex Castro / The Verge

General Motors is getting rid of the “Ultra Cruise” brand and merging the team that was working on it with the team responsible for Super Cruise, as the automaker reconsiders its goals for advanced driver-assist systems (ADAS).

Last week, CNBC reported that GM was “ending the Ultra Cruise program,” focusing instead on the current Super Cruise system that is available across the company’s vehicle lineup. GM spokesperson Aimee Ridella clarified that the ultimate intention is to improve Super Cruise but that no one is being laid off as a result of this decision.

“GM is not scaling back its advanced driver assistance programs,” Ridella said in an email. “We have reallocated our ADAS-focused resources to bring even more capability to Super…

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