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Very true. OnStar was forward thinking in the 90s, but it's obsolete and obtrusive now. The fact that it's a brand is the only thing that keeps it alive. Maybe if they don't brand Super Cruise or its successive generations in the same way they'll stay more adaptable. Edit: My point isn't that a brand can't be stripped from consumers; it's that it can't be stripped internally. Once you have a brand, you have a brand manager, a budget, employees, a VP, etc. Each of these things becomes a lobbying firm within the finance department.