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SXSW Accelerator Preview: Ushr Is Ushering In Next Generation Maps For Autonomous Vehicles

cadillac-ushr-sxsw-accelerator-top SXSW Accelerator Preview: Ushr Is Ushering In Next Generation Maps For Autonomous VehiclesFirst To Market, Ushr is Ushering In Next Generation Maps For Autonomous Vehicles

The ability to have a pocket sized GPS for driving, public transit and even walking directions, at your beck and call, was a phenomenon in itself. It’s hard to believe that we once had to printout maps from MapQuest before we headed out onto the road. Before that we needed to know how to read maps that were either in books or folded up into pocket sized packets that you could never ever get to fold correctly again.

We can’t deny that map technology has come a long way, but with autonomous vehicles making their way to market now the need for extremely precise and accurate mapping is more important than ever. With cars driving themselves, map companies need to make sure that right turn doesn’t dead end into a wall and that piece of overpass was actually finished. I

t’s more important than that though, with autonomous vehicles, responsible drivers are now going to be consumed with other things as cars drive them to and from their destinations. Where mapping technology used to be about convenience, with autonomous vehicles, mapping technology is actually about safety, even life and death.

Ushr, a startup based in America’s Motor City, Detroit Michigan, has been working on the most technologically advanced mapping system for autonomous vehicles for the last four years. Their team is made up of professional technologists who have been working on mapping railroads, roads and infrastructure over the last two decades.

While there are quite a few companies striving to create maps for autonomous vehicles, Ushr is already doing it. Ushr is the first company go get an HD map in a production vehicle. Their mapping technology is found in the 2018 Cadillac CT6 Super Drive System, a car being advertised everywhere now. They’ve mapped over 200,000 miles of roadway to under 10 centimeters’ level of absolute accuracy (let that sink in for a second).

The startup has already raised a $10M series A round and hopes to continue working with automobile manufacturers and parters to get their technology into more autonomous automobiles. They’re also constantly updating their maps to ensue comfort, safety and convenience.

Ushr is a top 50 finalist in the 2018 SXSW Accelerator you can see them pitch at SXSW Interactive on Saturday March 10th and visit with them at the SXSW Accelerator Demo Day on Marh 12th. Find out more online at

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