Ushr Wins 2019 PACE Innovation Partnership Award

Recognized for Collaboration with GM on the Super Cruise™ Highway Driving Feature

DETROIT (April 9, 2019) Ushr Inc., creator of high-definition (HD) mapping technology and software for autonomous and semi-autonomous vehicles, was honored by Automotive News with a 2019 PACE Innovation Partnership Award for its collaboration with General Motors (GM) on the Super Cruise™ advanced driver assistance system for the highway.

The award was presented to Ushr and GM during the 25th annual ceremony on April 8, 2019, at the Max M. & Marjorie S. Fisher Music Center in Detroit. The PACE Awards are recognized around the world as industry benchmarks for innovation and are determined by a fully independent panel of judges.

“Having a detailed and precise map of the roadway is crucial for autonomous and semi-autonomous systems to drive hands-free safely, and GM was one of the first OEMs to recognize that,” said Bruce Gordon, CEO at Ushr. “It’s truly an honor to be recognized by Automotive News for our work in this space, and it inspires our team to keep working toward realizing the potential of autonomous vehicle control technology.”

When combined with real-time sensors, Ushr’s HD maps allow self-driving cars to operate on mapped roadways, providing precise lane centering, maintaining smooth control through curves and allowing the vehicle to safely anticipate roadway changes. With the implementation of its precision HD map platform on the Super Cruise system, Ushr became the first-to-market provider of HD mapping technology in an OEM production vehicle.

“General Motors has a strong relationship with Ushr through investments made by GM Ventures and collaboration by the engineers from both organizations,” said Jon Lauckner, General Motors Chief Technology Officer, VP R&D and President, GM Ventures. “Ushr’s high-definition LiDAR mapping technology plays an important role in the functionality of Super Cruise, the advanced driver assistance system for the highway, featured in the Cadillac CT6.”

The Innovation Partnership Award was presented to Ushr and GM for the outstanding level of collaboration between an OEM and supplier. Winners of this award are chosen from an in-depth review of the entire field of 34 PACE 2019 Finalists to identify higher than industry standard, truly excellent, levels of collaboration by an OEM.

For 25 years, the Automotive News PACE Awards have honored superior innovation, technological advancement and business performance among automotive suppliers.


Ushr, Inc. offers automotive manufacturers the most accurate, comprehensive and advanced high-definition map technology available on the market today. Located at the epicenter of automotive development in Detroit, Ushr’s technology and software are shaping the evolution of self-driving technology by providing customers with the reassurance that the paths their vehicles travel are safe, smart and predictable. For more information, please visit

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