The GSOM (Generic second order modelling) family of traffic flow models combines the LWR model with dynamics of driver-specific attributes and can be expressed as a system of conservation laws. The object of the paper is to show that a proper Lagrangian formulation of the GSOM model can be recast as a Hamilton-Jacobi equation, the solution of which can be expressed as the value function of an optimal control problem. This value function is interpreted as the position of vehicles, and the optimal trajectories of the optimal control formulation can be identified with the characteristics. Further the paper analyzes the initial and boundary conditions, proposes a generalization of the inf-morphism and the Lax-Hopf formulas to the GSOM model, and considers numerical aspects.