Many cars come equipped with music apps such as Pandora or reservation apps like OpenTable, both of which let drivers poke through digital lists.
"The average American spends 46 minutes per day on the road", Santiago Chamorro, GM's vice president of global connected customer experience, said at a press event in Detroit.
General Motors, the biggest US carmaker with total sales of 2.7 million vehicles so far this year, is equipping newer cars with commerce technology to let drivers order food, find gas stations or reserve hotel rooms by tapping a touchscreen on their dashboards.
"This platform is financed by the merchants", said Chamorro. "We know customers will appreciate the opportunity to connect and interact with their favorite brands from the auto, in a safer and more convenient way". Marketplace does not require a separate data plan for access and an in-built "shop" function allows GM customers to purchase Wi-Fi data as well as take advantage of discounts on vehicle servicing and GM accessories through in-app notifications.
Interested companies can contact partner companies Xevo, Conversable, or Sionic Mobile, or email GM directly to get their services integrated with Marketplace.
"For most retailers and consumer brands the daily commute is the only time not accessible in a consumers' day", said Chamorro.
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The application is available for preview in the United States and will roll out to iPhone, iPad, and iPod touch initially. Then the device can be handed over to the child so they can start chatting with the family and friends you approve.
Marketplace is an evolution of AtYourService, which used OnStar to provide drivers with information from merchants along their route.
The new service, available on some existing GM 2017 model Chevrolet, Buick, GMC and Cadillac vehicles, will offer a growing number of retail, fuel, hospitality, food, hotel and transportation brands on the in-vehicle touch-screens, the company said.
Marketplace uses machine learning combined with real-time data to produce its personalized experiences. Yes, GM owners can now order and pay for chicken wings from their dashboard.
IHOP makes it easy for guests to enjoy hot, fresh all-day breakfast favorites like fluffy buttermilk pancakes on the go, thanks to safe and secure on-dash ordering and location service capabilities that help search and find the nearest restaurant for pickup.
Shell, Exxon-Mobil, Starbucks, TGI Friday's, and Priceline are among the companies you can choose to work with on "Marketplace".
TGI Fridays will let customers schedule a table reservation for them and their closest friends and family when they need a break from the week.