General Motors Pioneers In-Vehicle Safety and Security in the Middle East with OnStar

Middle East

MIDDLE EAST — At GITEX 2019, General Motors announced that its pioneering in-vehicle safety and security system, OnStar, will be arriving to the Middle East next year. The membership-based service will be one of the first of its kind in the region, offering integrated safety and assistance features backed by a human touch to ultimately deliver peace of mind while on the road.

Since 1996, OnStar has inspired confidence and convenience through quality, innovation and human interaction. Synonymous with safety and security, OnStar understands that automotive mishaps are a case of ‘when’, not ‘if’ — flat tires, theft, crashes: it could happen at any time. When it does happen, an OnStar Advisor is ready to help. A real person whose job is to make journeys on the road more safe and secure. 

Gary West, Managing Director OnStar and Future Mobility at General Motors Africa and Middle East said: “We know consumers want to be more connected than ever before, expanding their experience from the phone in their hand to the car they drive. Taking the General Motors ownership experience to another level, OnStar can provide peace of mind for every journey. We are extremely proud to reveal the arrival of OnStar to the Middle East, delivering in-vehicle connected services backed by a real human connection.”

Recent research conducted by RoadSafetyUAE, one of the leading experts on traffic safety in the region established by Thomas Edelmann, has found that motorists still feel like the roads are dangerous in the UAE, with high levels of dangerous and distracted driving. Launching OnStar in the region aims to help safety on the roads and support drivers across their journey via the blue button which dials a human directly into a GM vehicle to support with concierge service, from detailed directions to vehicle diagnostics.

John Roth, President & Managing Director at General Motors Africa and Middle East added: “Guided by our global vision of a world with Zero Crashes, Zero Emissions and Zero Congestion, we work to harness technology and innovation to give everyone a safer, secure journey. Our efforts to bring OnStar to the region play testament to this. Aligned with the region’s dynamic and visionary leadership, we are working closely with public and private partners such as ESMA, the Dubai Police, Abu Dhabi Police and Etisalat to ensure a smooth and safe roll-out of our OnStar technology in the UAE.”

While OnStar offers a range of features that make members’ journeys safer and more convenient, it is the human element that really sets it apart, from helping new members begin their OnStar journey to providing them with support in the case of an emergency. OnStar Advisors are fully trained to provide a breadth of standard and emergency services to members including Automatic Crash Response, Emergency Services, Roadside Assistance, Connected Navigation, On-Demand Diagnostics, Remote Key Lock and Unlock.

In the event of an emergency OnStar can be activated by simply pressing the red button placed on the rear-view mirror in General Motors’ Chevrolet, Cadillac or GMC vehicles, or through the Automatic Crash Response feature, directly connecting members in just a matter of seconds to an Advisor trained to support across a variety of situations. An OnStar Advisor is ready to help 24/7.

Alberto Araque, Vice President/Internet of Things & Digital Payments, Etisalat Digital, said: “We are extremely excited to be partnering with General Motors on the safe and smooth rollout of OnStar technology in the region, which fosters a safe, more connected and efficient driving experience. This underpins Etisalat Digital’s commitment to support the nation’s long-term strategy in promoting digitalization initiatives, including eCall deployment in UAE and other connected car initiatives. This is also aligned closely with our overall strategy of ‘Driving the digital future to empower societies’.”The regional launch date for OnStar, as well as pricing and package details, will be announced soon. Keep across all the latest updates at

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