GM CEO Stands Behind Hands-Free 'Eyes-Off' Driving Target For 2028

General Motors is doubling down on its commitment to bring an eyes-off automated driving system to market by 2028, with CEO Mary Barra publicly reaffirming the timeline. The pledge signals that the Detroit automaker intends to stay in the race for advanced driver assistance and autonomous features even as rivals recalibrate their own roadmaps.

Eyes-off driving represents a meaningful step beyond today’s hands-free systems, which still require a driver to monitor the road at all times. A system that lets motorists take their attention off the road — under defined conditions — sits closer to the higher levels of automation that automakers have long pitched as the industry’s next frontier. GM has been developing the technology alongside its existing driver-assist offerings, which already allow hands-free operation on mapped highways.

The 2028 target lands in a crowded and cautious landscape. Several automakers and tech companies have pushed back or scaled down their autonomy ambitions in recent years after high-profile safety scrutiny and technical challenges. GM’s decision to reaffirm, rather than retreat, sets it apart from peers that have chosen a slower path.

The announcement carries weight for GM’s broader product and software strategy. Advanced driver assistance has become a key selling point and a competitive battleground, with customers increasingly expecting new vehicles to ship with sophisticated safety and convenience features. Delivering an eyes-off capability on schedule would help GM differentiate its lineup and justify investment in its software platforms.

Much remains to be proven, including the regulatory framework that will govern eyes-off driving, the geographic coverage of any such system, and the conditions under which it can operate. Barra’s reaffirmation is a statement of intent rather than a finished product, but it makes clear that GM views 2028 as a firm milestone in its automation push.