GM’s OnStar Unveils New Brand Identity, Launches Expanded Services

The OnStar brand of General Motors Co. in Detroit has launched a new identity, ushering in the next generation of what it defines as safety and security for its members and the community.
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A motorcyclist holds a phone displaying OnStar Guardian, which now provides motorcyclists 24/7 access to emergency advisors and roadside assistance. // Courtesy of OnStar
A motorcyclist holds a phone displaying OnStar Guardian, which now provides motorcyclists 24/7 access to emergency advisors and roadside assistance. // Courtesy of OnStar

The OnStar brand of General Motors Co. in Detroit has launched a new identity, ushering in the next generation of what it defines as safety and security for its members and the community.

As part of the re-brand, OnStar created a modern, simpler logo design that the company says represents its commitment to elevating the standards of safety and security, both inside and outside the vehicle.

“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.

OnStar also is expanding its safety services to motorcycle riders and into the home through Amazon Alexa integration.

The OnStar Guardian app now serves is 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.

“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,” Massimilla says.

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:

  • Instantly reaching 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 currently is available to OnStar members in the U.S. and Canada who are enrolled in a Safety & Security Plan.

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