Monday, January 25, 2021
News Cadillac Retracts “Autonomous Driving” From Super Cruise Ad Claim

Cadillac Retracts “Autonomous Driving” From Super Cruise Ad Claim

It seems as though the race for fully-autonomous driving capabilities is pushing manufacturers like GM to exaggerate the technology’s abilities


  • The headline was: “Cadillac Super Cruise – Experience Autonomous Driving.”

  • Super Cruise has Level 2 automation and not Level 4.

  • This is not the first a carmaker needs to correct its self-driving advertising claims.


Battery and autonomous driving technologies, of the many technologies currently being developed by carmakers, are the two most impactful and significant. Near self-driving abilities are fairly common in modern cars but some technologies are more advanced than others. GM’s Super Cruise might be one of them however it doesn’t deliver autonomous driving as claimed by a recent advert.

The online campaign featured a headline that said: “Cadillac Super Cruise – Experience Autonomous Driving.” As we know, at the moment, no system exists that delivers full autonomous driving capabilities. According to Automotive News (subscription required), GM has corrected the statement with: “Cadillac Super Cruise — The Future Of Driving.”

Cadillac Super Cruise | Photo: GM

A Cadillac spokesperson said that this was nothing more than a mix-up, adding: “The ad in question was launched in error and has been removed,” he said. “Super Cruise is a driver assistance feature and should always be referred to as such.”

This is not the first, nor likely the last time, that false claims have been made about the abilities of these technologies. Mercedes-Benz and Tesla have had to retract or pull advertisements base on complaints.

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Matt St-Pierre
Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai

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