GM Finally Kills a Feature That Consumers Never Wanted in the First Place
GM’s Marketplace app was unpopular due to the fact that the technology can’t compete with what smartphones offer.
Written by Serena Aburahma
Reviewed by Kathleen Flear
We've seen some impressive
car technology
upgrades recently, from nearly autonomous cars to vehicles with built-in medical monitoring.
Smartphone integration and other convenience gadgets are also popular in today's vehicles, especially in the luxury segment. However, not all of these features always hit the mark with consumers.
According to
CNET,
GM's in-car Marketplace app is shutting down permanently. Why didn't anyone use this piece of technology, and what could it mean for similar programs in the auto industry?What was GM Marketplace?
The Marketplace feature was launched in 2017, with the intent of making daily commutes easier.
GM executives figured that with so much time spent driving, ordering coffee or buying gas only made the trips more exhausting. With GM Marketplace, you could purchase such things directly through your car's infotainment screen.
The service will no longer be functional beginning this month. GM didn't say Marketplace was removed due to low usage, citing a supplier issue instead. The automaker said that it would focus its efforts on improving its existing apps and voice features instead.
While Marketplace might be going away, GM still has plenty of subscriber revenue sources. GM customers can still purchase Wi-Fi plans, monthly security services, and additional convenience apps through the App Access Plan.
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Why GM Marketplace was so unpopular
MORE: GM's StabiliTrak, What the Heck Is It?
Last year, a
Jalopnik
poll showed that 51% of drivers didn't see the need for in-car commerce apps in the first place. 61% of drivers never used these features, despite their lengthy free trials included with the vehicle. GM Marketplace was free on most GM models for up to ten years.While it seems like a good idea, in theory, GM Marketplace was far too late to the game. Smartphone integration started rolling out a few years ago, so drivers could just mirror their phones to the infotainment screen.
Anyone with a smartphone can also use mobile food ordering apps just as easily without the bigger screen.
The GM Marketplace also wasn't the easiest feature to use. It relied on the car's Wi-Fi to make orders, so it could often be unusable if you had a poor connection.
Marketplace also touted its search feature, which would presumably help you find more retailers in your area. However, it was only limited to ten vendors, including some that probably never received any purchases.
How many people need to browse Home Depot offerings while they're driving?
Other companies can learn from Marketplace's demise
Other automakers and companies keep trying to make devices that are already irrelevant due to smartphones. For example, Spotify Car Thing can help you build playlists and find new music using only voice controls.
It's great for older cars, but newer models have built-in voice controls or access to Siri through Apple CarPlay. These features are also often included on the base trim, whereas Car Thing is a $90 add-on.
In order for consumers to actually use these features, there would have to be some incentives. Maybe the automaker could offer cashback on purchases made through in-car commerce apps. For now, it seems that features similar to GM Marketplace are doomed to the same fate.
Does extra car technology elevate your insurance rates?
In the case of vehicle apps and convenience features, any premium hikes will likely be negligible. However, fancier cars with more infotainment goodies also have more advanced safety features. These systems can have radar and camera technology that is often expensive to repair in an accident.
That's why drivers with luxury cars or expensive trims often pay the highest insurance rates. If you're paying too much for your auto insurance,
Jerry
can help you find a better plan. The app also lets you switch providers in just seconds.Are you overpaying for car insurance?
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