GM Sees Strong Adoption of Super Cruise and OnStar Services

General Motors is seeing early returns from its long-term investment in connected services, with subscription-based offerings like OnStar and Super Cruise emerging as a meaningful revenue driver. What was once a secondary business is now becoming central to GM’s profitability strategy.

The shift reflects a broader industry trend toward recurring, software-driven revenue streams.

GM’s connected services revenue grows with high-margin potential

General Motors reported $2.7 billion in realized revenue from connected services in 2025, alongside $5.4 billion in deferred revenue, according to reporting from Automotive News.

That marks a significant increase from $1.7 billion in 2020, highlighting rapid growth in subscription-based offerings such as OnStar and Super Cruise, according to GM Authority.

GM CFO Paul Jacobson said these services could eventually rival or even surpass traditional vehicle sales in profitability, citing their “software-like margins.”

The company currently has about 13 million subscribers, with roughly one-third upgrading beyond basic service tiers.

Subscription strategy drives adoption and long-term revenue

A key part of GM’s strategy is bundling subscriptions into new vehicles to encourage long-term adoption.

For the 2025 model year, GM includes an eight-year basic OnStar package and a three-year Super Cruise subscription with new vehicles.

This approach allows customers to experience the features over time, increasing the likelihood they will renew and pay for services after the initial period expires.

The early data suggests traction. GM said at least 30% of Super Cruise users renew after their first three-year term, a strong indicator for long-term recurring revenue.

Analysts note that even modest renewal rates can generate substantial profits due to the high margins associated with digital services.

As GM expands Super Cruise availability beyond premium models, the company is positioning connected services as a core pillar of its future business model, complementing traditional vehicle sales.

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