General Motors Uses Immersive Simulation to Target 'Eyes-Off' Driving by 2028

At the General Motors Global Technical Center in Warren, Michigan, the automaker is running immersive driving simulations to develop its next generation of automated vehicle technology, according to reporting from TechXplore (https://techxplore.com/news/2026-10-free-eyes-general-motors-simulating.html). Hundreds of volunteer test participants sit behind the wheel of production vehicles, including the Cadillac Lyriq electric SUV, inside a 360-degree virtual environment. From an adjacent control room, GM engineers record biometric responses—including eye movements, sweating, and heart rate stress indicators—to evaluate how human drivers respond to dynamic roadway scenarios alongside vehicle software.

The testing initiative supports GM's effort to advance its driver assistance systems (ADAS) from current "hands-free" highway capability to "eyes-off" automation. Existing ADAS suites power features such as automatic emergency braking, blind spot alerts, lane departure warnings, lane-centering assistance, surround-view camera feeds, and driver attention monitoring. While these capabilities allow drivers to temporarily remove their hands from the steering wheel under specific conditions, automakers are racing toward eyes-off functionality to unlock recurring subscription revenue.

Industry analysts view eyes-off capability as the primary threshold for monetizing vehicle software. Sam Abuelsamid, vice president of market research at Telemetry, noted that eyes-off automation represents the point where consumers will be willing to pay subscription fees because the vehicle returns usable time to the driver. Abuelsamid added that multiple automakers are targeting a 2028 timeline to deploy systems capable of operating at highway speeds across a broader selection of roads than current systems cover.

GM plans to introduce its eyes-off Super Cruise upgrade by 2028, debuting on the Cadillac Escalade IQ luxury electric SUV. GM introduced Super Cruise in 2017 as a hands-free driver assistance system—distinct from fully autonomous operation—which currently operates across more than 630,000 roads in the United States and Canada, as well as select international routes. The software is offered on over 20 models across GM’s Cadillac, GMC, Buick, and Chevrolet brands. Tyson Becker, GM executive director for autonomous vehicle strategy and product, stated that while current Super Cruise requires visual attention on the road, the future system aims to operate safely enough for occupants to work on laptops, attend meetings, or watch video content while in transit.

To prepare automated systems for unpredictable roadway hazards, GM pairs simulation environments with data collection and artificial intelligence. Simulated scenarios expose test drivers to virtual highway and urban environments featuring synthetic pedestrians, traffic signage, construction detours, and unexpected incursions by animals or children. Maureen August, senior manager at GM Research & Development, explained that researchers instruct drivers to play mobile games such as Candy Crush to measure how quickly the system can safely recapture an engaged driver's attention when intervention is required. August noted that GM evaluates comfort, feature convenience, user trust, and the precise number of seconds needed for a human to retake control.

GM’s development timeline reflects broad competition across the automotive sector. Ford Motor Co.’s BlueCruise hands-free system operates across more than 130,000 miles (209,000 kilometers) of designated North American highways. Tesla markets its driver-assist software as Full Self-Driving, though it continues to mandate active driver supervision. While commercial robotaxi fleets operate autonomously in select urban centers, no passenger car currently in production offers eyes-off automated driving for consumer purchase.

Automakers also face regulatory fragmentation as they develop advanced driver assistance. Abuelsamid pointed out that the absence of unified federal regulations requires automakers to seek operational approvals on a state-by-state basis, creating uncertainty over where GM will be legally permitted to deploy its eyes-off system when it launches in 2028.