A national advertising campaign kicks off Monday, The Detroit News reported. Ads in both new and old media will provide information about new entertainment features for OnStar and new mobile apps for the different GM brands.
"This has a lot to do with Ford introducing Sync in the Fusion a few years ago," said James Bell, an analyst with Kelley Blue Book. "GM was looking a bit delinquent in that space."
About 5.5 million people subscribe to OnStar, which has been very profitable for GM. The service's reputation is for recovery of stolen vehicles and adding to safety.
Sync, introduced in 2007, includes features like voice activation of cellphones and music players.
"The experience you have living inside the car is going to be as important to the next generation of buyers as the exterior and fuel economy has been to previous generations," Bell said.