Customers will not be charged for using the service or the data transmitted to and from the vehicle while making transactions, he said.
"For most retailers and consumer brands the daily commute is the only time not accessible in a consumers' day", said Santiago Chamorro, GM's vice president for global connected customer experience, said in a statement.
Technological advances have increasingly been coming to cars, with GM's Marketplace being no exception to this.
Marketplace is the first of a series of new "personalization" services that will roll out over the next 12 to 18 months, according to Chamorro.
Once in place, drivers of eligible Chevrolet, Buick, GMC and Cadillac cars with the Marketplace dashboard will be able to make direct purchases from GM partner brands including Starbucks, ExxonMobile, Shell Oil, Dunkin' Donuts, TGI Fridays, IHOP, Parkopedia, Applebee's, and Wingstop. "Marketplace is the first of a suite of new personalization features that we will roll out over the next 12 to 18 months to almost four million United States drivers".
The Detroit automaker says the technology, which is rolling out to 4 million cars and trucks in the USA through the end of the year via over-the-air updates, adheres to federal distracted driving guidelines and only works with customer consent because personal data is transferred between the vehicle and merchants to complete sales.
While Marketplace can be used while driving, GM has designed it to minimize actions that will distract drivers from the road. The order will be ready and waiting when the driver pulls into the drive-thru lane. In addition, he said GM plans to expand integration into its vehicles of music, news and other information services. They can then pay using a smartphone app.
GM has already offered some mobile services to those who have subscribed to versions of its OnStar telematics service, but the GM Marketplace adds a broad range of new features and makes the process simpler.
Have you ever wanted to buy food or make hotel reservations by touching a button in your vehicle?
- Delivery.com, allowing online ordering from favorite restaurants, grocery stores and other vendors. However, Chamarro says GM sees a big opportunity to cash in on what is expected to be a $57 billion market on-demand economy by the end of the year. At the time, GM said the feature would debut in vehicles in early 2017.
"Marketplace gives merchants the ability to more safely engage with drivers and passengers in a meaningful way that provides true value for our customers", Chamorro added.